Analysis of Factors Influencing Online Impulsive Purchases of “Somethinc” Cosmetic Products Among Generation Z Muslims in Central Java
DOI:
https://doi.org/10.65310/ctcyc255Keywords:
Discount Voucher, E-Commerce, Fear of Missing Out, Generation Z, Impulsive Buying.Abstract
This study analyzes the factors influencing online impulsive purchases of “Somethinc” cosmetic products among Generation Z Muslim consumers in Central Java, focusing on consumer income, product price, consumer preference, live streaming, fear of missing out (FOMO), and discount vouchers. This empirical study employed a quantitative explanatory design and multinomial logistic regression using IBM SPSS 25. Primary data were collected through an online questionnaire from 150 respondents selected using purposive sampling based on predetermined demographic and purchasing criteria. The results indicate that consumer income, product price, consumer preference, and live streaming do not significantly influence impulsive purchasing behavior. FOMO has a positive and significant effect, with higher FOMO increasing the likelihood of impulsive purchases, while discount vouchers have a negative and significant effect on the Make Up category but no significant effect on the Skincare category. The findings demonstrate that psychological factors, particularly FOMO, have a stronger role in explaining impulsive purchasing than conventional economic and digital marketing factors in the observed consumer segment. The study highlights the importance of self-control and responsible financial management among young Muslim consumers and provides implications for marketers in designing digital promotional strategies that consider psychological responses and responsible consumption.
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