FROM BROWSING TO BUYING: MICRO-CELEBRITY CONTENT AUTHENTICITY AND GEN Z’S IMPULSE PURCHASING BEHAVIOR
DOI:
https://doi.org/10.36085/jam-ekis.v9i2.9993Abstrak
The rapid acceleration of digital transformation has significantly reshaped consumer patterns, particularly among Generation Z, who increasingly rely on online marketplaces for skincare consumption. Grounded in the Stimulus–Organism–Response (S–O–R) framework, this study analyzes how micro-celebrity content authenticity influences utilitarian and hedonic browsing, and how these internal processes subsequently drive reminiscence and designed impulse purchases. Utilizing a quantitative approach, data were collected from 266 valid Generation Z respondents in Indonesia through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results support all seven hypotheses, indicating that micro-celebrity content authenticity acts as a significant stimulus triggering both rational and emotional search patterns. Notably, hedonic browsing was identified as the critical mediating mechanism translating authentic digital content into spontaneous buying actions, exerting the strongest influence on reminiscence impulse purchases. These findings enrich the theoretical understanding of online consumer behavior and provide practical insights for skincare brands to prioritize content credibility and emotional engagement over traditional advertising metrics
Referensi
Alruthaya, A., Nguyen, T.-T., & Lokuge, S. (2021). The application of digital technology and the learning characteristics of generation z in higher education. ArXiv Preprint ArXiv:2111.05991.
Ang, Y. (2024). Understanding Gen Z’s Online Purchase Behavior through their Hedonic and Utilitarian Motivation. Information Management and Business Review, 16(3S(I)a), 461–474. https://doi.org/10.22610/imbr.v16i3S(I)a.4217
Arum, L. S., Zahrani, A., & Duha, N. A. (2023). Karakteristik generasi z dan kesiapannya dalam menghadapi bonus demografi 2030. Accounting Student Research Journal, 2(1), 59–72.
Astuti, R. D., & Nindyaswari, S. A. (2022). The Role of Browsing in The Relationship Between Online Reviews to Impulse Buying. ASEAN Marketing Journal, 14(1), 7.
Ayuningtyas, M. F., & Irawan, A. (2021). The influence of financial literacy on Bandung generation Z consumers impulsive buying behavior with self-control as mediating variable. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(9), 155–171.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169–191.
Bhakat, R. S. (2025). Impulse Buying in the Digital Age: A Conceptual Review and Research Agenda Toward an Integrated Theory of Spontaneous Consumption.
BPS. (2022). Jumlah Penduduk menurut Wilayah, Daerah Perkotaan/Perdesaan, dan Jenis Kelamin, INDONESIA, 2022. Https://Sensus.Bps.Go.Id/Topik/Tabular/Sp2022/187/0/0 .
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
Ebulueme, J., & Vijayakumar, V. (2024). Authenticity and influence: interactions between social media Micro-influencers and generation Z on Instagram.
Erensoy, A., Mathrani, A., Schnack, A., Elms, J., & Baghaei, N. (2024). Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli‐organisms‐responses (S‐O‐r) model. Journal of Consumer Behaviour, 23(6), 2781–2811.
Evita, N., Prestianta, A. M., & Asmarantika, R. A. (2023). Patterns of media and social media use in generation z in Indonesia. Jurnal Studi Komunikasi, 7(1), 195–214.
Fadhlila, Z. A., & Ishak, A. (2023). Peran Mediasi Kredibilitas Influencer Pada Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Pembelian Online Impulsif. EBISMAN EBisnis Manajemen, 1(4), 73–88. https://doi.org/10.59603/ebisman.v1i4.233
Faurini, N., Nasution, M. I., & Maisyarah, R. (2026). The Influence Of Internal Control System And Service Quality On Good University Governance, Moderated By Organization Culture. Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS), 9(1), 245-258.
Fülöp, M. T., Topor, D. I., Căpușneanu, S., Ionescu, C. A., & Akram, U. (2023). Utilitarian and Hedonic Motivation in E-Commerce Online Purchasing Intentions. Eastern European Economics, 61(5), 591–613. https://doi.org/10.1080/00128775.2023.2197878
Griva, E., & Jha, U. K. (2024). The Evolution of Brand Communication: A Study of Consumer Trust in Influencers and Traditional Media. International Journal on Research and Development-A Management Review, 13(1), 118–128.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Hellyani, C. A., Adriana, E., & Andrena, K. M. (2024). The Influence of Hedonic Motives, Browsing, and E-Payment on Impulsive Buying of Fashion Products in E-Commerce. Formosa Journal of Multidisciplinary Research, 3(7), 2699–2712.
Himmah, J. N. A., Rahmah, N., Elisabeth, F., Khoiriah, D. P. N., Kusumasari, I. R., & Kusbianto, N. (2025). RASIONAL ATAU IMPULSIF? STUDI LITERATUR PENGAMBILAN KEPUTUSAN PELANGGAN DALAM PEMBELIAN PRODUK KULINER. Musytari: Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(12), 1111–1120.
Jin, S. V., & Ryu, E. (2020). “I’ll buy what she’s# wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 102121.
Jun, C. X. (2022). A Study on Characteristics That Affect Purchase Intention in E-Commerce Platforms Among Generation Z. Kampar, Malaysia: Universiti Tunku Abdul Rahman.
Karamoy, R. V., Masnita, Y., & Kurniawati, K. (2024). Pengaruh Celebrity characteristic terhadap impulse buying melalui Celebrity endorsement dan Hedonic attitude serta Utilitarian attitude: Pendekatan Teori S-O-R. J-MAS (Jurnal Manajemen Dan Sains), 9(2), 1452. https://doi.org/10.33087/jmas.v9i2.2007
Kusuma, T. R. A., Pratama, T. Y., Budiono, M., Budiman, A. S., & Juventino, S. A. I. (2026). Consumer Decision Dynamics In The Lubricant Market: An Integrated Analysis Of Behavior, Brand Image, Knowledge, And Price In The Lubricant Of Surabaya And Sidoarjo. Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS), 9(1), 274-297.
Lady, L., Meilani, L., Cuandra, F., & Na, B. (2024). Exploring the influence of ‘Korean Wave’on brand loyalty: The moderating role of product type. Asian Management and Business Review, 4(2), 394–412.
Lady, Lady, Shevia, S., Melsen, F., Purwianti, L., & Liu, C. (2025). Exploring Gen-Z Online Fashion Purchase Intention Using SOR Model: The Moderating Role of Gender. Jurnal Manajemen Bisnis, 16(2), 372–394.
Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13, 951249.
Matušínská, K., & Zapletalová, Š. (2021). Rational and emotional aspects of consumer behaviour. Forum Scientiae Oeconomia, 9(2), 95–110.
Monteiro, P., Guerreiro, J., & Loureiro, S. M. C. (2020). Understanding the role of visual attention on wines’ purchase intention: An eye-tracking study. International Journal of Wine Business Research, 32(2), 161–179.
Nugraha, Y. D., Permana, R. M. T., & Hadiarti, D. (2024). Impulsive purchase behaviour of Z generation of Muslim women on TikTok shop: the application of SOR framework. Journal of Islamic Marketing, 15(2), 493–517.
Onsardi, O., Wulandari, K., Finthariasari, M., & Yulinda, A. T. (2021). Impact of service marketing on student decisions. JBMP (Jurnal Bisnis, Manajemen dan Perbankan), 7(2), 234-254.
Permatasari, R. P., Renti, R. V. R., & Finthariasari, M. (2024). Pengaruh Trust Dan Customer Engagement Terhadap Customer Relationship Management Pada Pt. Telekomunikasi Kota Bengkulu. Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS), 7(2), 178-191.
Rachwal-Mueller, A., & Fedotova, I. (2024). The impact of cultural factors on consumer behavior: a holistic model for adaptive marketing approaches. Економіка Транспортного Комплексу, 44, 165–184.
Radyi, S. A. M., Ridzwan, R., Mohamad, N. M., & Abdul Rahman, M. A. (2024). Influences on Generation Z’s purchasing decision-making on e-commerce platforms: Beyond products and website design. International Journal of Academic Research in Business and Social Sciences, 14, 12.
Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Factors Affecting Impulse Buying Behavior of Consumers. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.697080
Rosdiana, & Abdurrahman. (2023). The Influence of Celebrity Endorsers and Discounts on Impulse Buying Moderated by Hedonic Shopping Motivation in Generation Z Online. Formosa Journal of Sustainable Research, 2(8), 2099–2114. https://doi.org/10.55927/fjsr.v2i8.5638
Shetu, S. N. (2024). User‐generated content and micro‐celebrity posts encourage Generation Z consumers to search social media for online purchase: A study on Dhaka City, Bangladesh. The Electronic Journal of Information Systems in Developing Countries, 90(2), e12300.
Shi, Z. (2024). Discovering the Impact of Chinese Social Media Influencers on Generation Z Consumer Behaviour. SHS Web of Conferences, 185, 03012. https://doi.org/10.1051/shsconf/202418503012
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being. Pearson.
Utamanyu, R. A., & Darmastuti, R. (2022). Budaya belanja online generasi z dan generasi milenial di Jawa Tengah (Studi kasus produk kecantikan di online shop Beauty by ASAME). Scriptura, 12(1), 58–71.
Vermeir, I., & Roose, G. (2020). Visual design cues impacting food choice: A review and future research agenda. Foods, 9(10), 1495.
