“Keinginan Atau Kebutuhan?”: Analisis Perilaku Impulsif Dalam Pembelian Kosmetik Natural Online Dari Aspek Eksternal Dan Situasional

Nadhifah Adinda Salsabila, Lidia Mayangsari


Cosmetics industries are going through a significant transformation and face new challenges as technology evolves to follow the current trend. One of the example is the emergence of eCommerce. This situation leads beauty shoppers are shifting from offline to online and creates new impulse buying behaviour in online sectors. In the cosmetic industry, most of the impulsive buyers are Gen Z, who are digitally savvy, which encourages them to become impulse buyers and looking for the most instant way to purchase. Impulse buying is influenced by the cognitive and affective response of consumers. The response of customers is triggered by external and situational factors. External factors are including promotions and references groups. Meanwhile, situational factors are related to the availability of time and money. Seeing this condition, the purpose of this research is to see the significant factors on impulse buying behaviour towards natural cosmetics among female Generation Z, ranging from 18-24 years old. This study is using an online survey questionnaire which was given to 201 respondents and using two tools of analyses, which are multiple linear regression and clustering analysis. The findings of this research are that both external and situational factors influence online impulse buying towards natural cosmetics. However, situational factors have stronger influence compared to external. These findings could be recommendation for every beauty companies to create best marketing strategy for increasing spontaneous buyers.


Abbas, A. & Bashir, B., (2015). Impact of Cognitive and Affective Process of Decision Making on Impulse Purchase. Institute of Business and Management, 27(1), pp. 467- 473.

Ahmad, R. R. & Parmar, V., (2013). Factors Impulse Buying Behavior. European Journal of Scientific Research, 100(3), pp. 67-79.

Bayaah Ahmad, S. N., (2018). Female Consumers’ Attitude towards Natural Beauty Products: Malaysian Perspective. The International Journal of Social Sciences and Humanities Invention, 5(12), pp. 5099-5102.

Bayley, G. & Nancarrow, C., (1998). Impulse purchasing: a qualitative exploration of the Phenomenon. Qualitative Market Research: An International Journal, 1(2), pp. 99-114.

Beatty, S. E. & Ferrell, M. E., (1998). Impulse buying: modelling its precursors. Journal of Retailing, 74(2), pp. 169-191.

Bhakat, R. S. & Muruganantham, G., (2013). A Review of Impulse Buying Behavior. International Journal of Marketing Studies, 5(3).

Clover, V. T., (1950). Relative importance of impulse-buying in retail stores. The Journal of Marketing, 15(1), pp. 66-70.

Coastsouthwest, (2017). What Does Generation Z Want From Cosmetics Products?. Retrieved from: https://www.coastsouthwest.com/gen-z-cosmetics-. (5 March, 2020).

Coley, A. & Burgess, B., (2003). Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing & Management, 7(3), pp. 29-39,282-295.

Copp, L., (2019). Gen Z named the biggest beauty spenders globally. Retrieved from: https://www.cosmeticsbusiness.com/news/article_page/Gen_Z_named_the_bigg est_b eauty_spenders_globall y/157695. (5 March, 2020).

Das, S. & Das, S., (2015). Impact of visual merchandising on consumers impulse buying behaviour.. International Journal of Business and Management, 3(12), pp. 188-201.

Dholakia, U. M., (2000). Temptation and resistance: an integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), pp. 955- 982.

Donthu, N. & Garcia, A., (1999). The Internet shopper. Journal of Advertising Research, 39(3), p. 52–58.

Girotto, G., (2013). Sustainability and Green Strategies in the Cosmetic Industry: Analysis of Natural and Organic Cosmetic Products from the value chain to final certification. s.l.:UNIVERSITÀ CA’ FOSCARI DI VENEZIA FACOLTÀ DI LINGUE E LETTERATURE STRANIERE.

Grail Research, (2010). Consumers of Tomorrow. Insights and Observations of Generation Z.

Hagander, A. & Runarsdottir, M. E., (2016). The Online Consumer Decision Journey in the Cosmetic Industry. s.l.:Lund University.

Jarboe, G.R. & McDaniel, C.D. (1987). A profile of browsers in regional shopping malls. Journal of the Academy of Marketing Science, 15 (Spring), 46-53.

Kalla, S. M. & Arora, A., (2010). Impulse Buying: A Literature Review. Global Business Review , 12(1), pp. 145-157.

Khajemahmodabadi, A., Dadras, A. & Djoury, S., (2017). A Study of the Factors That Affect the Impulsive Cosmetics Buying of Female Consumers in Bandar Abbas. International Journal of Advanced Biotechnology and Research, 8(2), pp. 204- 215.

Lanier, K., (2017). 5 things HR professionals need to know about Generation Z: Thought leaders share their views on the HR profession and its direction for the future. Strategic HR Review, 16(6), pp. 288-290.

Liang, T. & Lai, H., (2002). Effect of store design on consumer purchases: an empirical study of on-line bookstores. Information & Management, 39(6), pp. 431-444.

Longdong, E., & Pangemanan, S. (2015). Analyzing the Effect of Atmospheric Cues, Sales Promotions, and Situational Factors on Online Implulse Buying in Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis, Dan Akuntansi, 3(3), 119-129.

Malhotra, N. K., (2010). Marketing research: an applied orientation. 6th ed.. Upper Saddle River(NJ): Pearson Education.

Matić, M., & Puh, B. (2016). Consumers' Purchase Intention towards Natural Cosmetics. Review Of Contemporary Business, Entrepreneurship, And Economic Issues, 29(1).

Muruganantham, G. & Bhakat, R., (2013). A Review of Impulse Buying Behavior. International Journal of Marketing Studies, 5(3), p. 2013.

Neves, J., (2016). Factors Influencing Impulse Buying Behaviour amongst Generation Y Students.

Ozkan, M. & Solmaz, B., (2015a). Mobile Addiction of Generation Z and its Effects on their Social Lives: (An Application among University Students in the 18-23 Age Group). Procedia - Social and Behavioral Sciences, Volume 205, pp. 92-98.

Parboteeah, D. V., (2005). A Model of Online Impulse Buying: An Empirical Study. Washington State University.

Rook, D. W. & Fisher, R. J., (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), p. 305–313.

Simpson, G. & Craig, E., (2018). How digital has changed cosmetics and what this means for consumers. [Online] Available at: https://www.campaignlive.co.uk/article/digital- changed-cosmetics-means- consumers/1463485 [Accessed February 2020].

Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M. K., (2006). Consumer Behaviour: A European Perspective. 3rd Ed. pper Saddle River(NJ): Pearson Prentice Hall.

Stern, H., (1962). The Significance of Impulse Buying Today. 26(2), pp. 59-62.

Swarnalatha, C. & Soundhariya, S., (2015). Impulse purchase: An Overview. Global Journal for Research Analysis, 4(7), pp. 267-268.

UK Criteo, (2016). Browsing & Buying Behaviour 2016. Study: online consumer shopping behaviour revealed.

VanDenBergh, J. & Behrer, M., 2016. How Cool Brands Stay Hot: Branding to Generations Y and Z. London: Kogan Page Limited.

Verhagen, T. & Dolen, W. v., (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), pp. 320-327.

Vojvodić, K., (2019). Generation Z in Brick and Mortar Stores: A review and search propositions. Poslovna Izvrsnost - Business Excellence, 13(1), pp. 105-120.

Youn, S. & Faber, R., 2000. Impulse buying: its relation to personality traits and cues. Advances in Consumer Research, Volume 27, pp. 179-185.

Zhang, M., 2017. Gen Z are driving China’s consumer trend with impulse buying and instant gratification. Retrieved from: https://www.scmp.com/business/china- business/article/2108141/gen-z-are- driving-chinas-consumer-trend-impulse- buying- and. (1 January, 2020].


  • There are currently no refbacks.

Faculty of Economics, Garut University

Samarang Street. Number. 52.A Tarogong kaler - Garut West Java 44151

(0262) 544-218

(0262) 231-013

Email : jwe@fekon.uniga.ac.id

Email : fekon@uniga.ac.id

Lisensi Creative Commons
Jurnal Wacana Ekonomi is an Online Journal of the Faculty of Economics: Scientific Creations and published Research Results Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.

Web Analytics

Supported by:

Copyright © journal.uniga.ac.id 2015