Anteseden Urge To Buy Impulsively Skincare Somethinc Pada Generasi Z di Jakarta

Abstract

This study analyzes the factors that precede the urge to buy impulsively Somethinc skincare products among Generation Z in Jakarta. The study examines the influence of informational value (IV), vicarious expression (VE), and impulsiveness (IM) on the urge to buy impulsively (UBI), with trust on influencer branded posts (TI) as a mediating variable. This research specifically targets Generation Z who are active on social media, especially TikTok, and have experience purchasing Somethinc skincare products influenced by content shared by influencers. This study employs a descriptive and causal approach, utilizing primary data collected through an online survey from 253 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that IV, VE, and IM significantly influence the UBI, with TI playing a role as a mediator. These findings highlight the importance of influencer content characteristics in shaping impulsive buying decisions and demonstrate the role of trust in mediating the relationship between content and UBI. This research also contributes to understanding the impact of digital content on consumer behavior, particularly among tech-savvy Generation Z in Jakarta.

Keywords: urge to buy impulsively, informational value, vicarious expression, impulsiveness, trust on influencer branded posts, generation Z