“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.


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DOI: http://dx.doi.org/10.52434/jwe.v19i3.935


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