The Influence of Time Pressure and Brand Personality on Impulsive Buying Among Generation Z:  Local Indonesian Skincare Brands

Firsty Yulehinin Ditha Fadilah; Raditha Dwi Vata Hapsari; Ida Yulianti

doi:10.37641/jimkes.v13i5.3685

Authors

Firsty Yulehinin Ditha Fadilah Universitas Brawijaya, Indonesia
Raditha Dwi Vata Hapsari Universitas Brawijaya, Indonesia
Ida Yulianti Universitas Brawijaya, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i5.3685

Keywords:

Brand Personality, Hedonic Motivation, Impulsive Buying, Online Shopping Behavior, Time Pressure

Abstract

This research investigates the influence of hedonic motivations, time constraints, and brand personality on impulsive purchasing behaviour, specifically within the context of online consumer activity. The study employs Partial Least Squares (PLS) Structural Equation Modelling (SEM) to examine data from 250 participants. The study's results indicate that hedonic incentives substantially moderate the connection between brand personality and impulsive purchasing behaviour, as well as between time constraints and impulsive purchase. The findings indicate that brand personality and time pressure both positively affect impulsive purchasing, with hedonic motives serving as a crucial mediator. These findings offer significant insights for marketers seeking to enhance consumer engagement in online shopping environments by emphasizing emotional and time-sensitive purchasing triggers. The research enhances the existing literature by expanding the understanding of impulsive buying behavior in the digital age and suggests practical strategies for e-commerce businesses to drive sales.

Downloads

Download data is not yet available.

References

Adawiyah, Q., & Hapsari, S. A. (2018). The Triggers of Impulsive Buying Based on Brand Personality, Sales Promotion, and Servicescape Using Shopping Emotion as Mediation of Wardah Products in Roxy Banyuwangi. International Journal of Research Science & Management, 5(6), 137–140.

Ahn, J., & Kwon, J. (2022). The Role of Trait and Emotion in Cruise Customers’ Impulsive Buying Behavior: An Empirical Study. Journal of Strategic Marketing, 30(3), 320–333.

Al Mutanafisa, T., & Retnaningsih, R. (2021). The effect of sales promotion and knowledge on impulsive buying of online platform consumers. Journal of Consumer Sciences, 6(1), 77-91.

Amarilys, N., Setyabudi, D., & Ayun, P. Q. (2022). The effect of sales promotion intensity and celebrity endorsement content exposure on impulsive purchase of Z generation to somethinc local skincare (survey of youth aged 19-24 years at Jabodetabek region). Interaksi Online, 10(4), 9-21.

Ariffin, N. M., Fikry, A., Shobri, N. D. M., & Ilias, I. S. C. (2024). A Review of Tiktok Livestreaming Commerce. Information Management and Business Review, 16(3), 67–77.

Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The Impact of Brand Personality on Consumer Behavior: The Role of Brand Love. Journal of Fashion Marketing and Management, 23(1), 30–47.

Cui, Y., Liu, Y., & Gu, M. (2022). Investigating the key drivers of impulsive buying behavior in live streaming. Journal of Global Information Management (JGIM), 30(1), 1-18.

Darmawan, D., & Gatheru, J. (2021). Understanding impulsive buying behavior in marketplace. Journal of Social Science Studies, 1(1), 11-18.

Ekawati, N., Yasa, N., Kusumadewi, N., & Setini, M. (2021). The effect of hedonic value, brand personality appeal, and attitude towards behavioral intention. Management Science Letters, 11(1), 253-260.

Erianti, V. D., Setyawati, S. M., & Suparno, C. (2023). Peran Self Congruity dan Band Image dalam Memediasi Pengaruh Brand Personality terhadap Brand Love. Jurnal Ekonomi, Bisnis Dan Akuntansi (JEBA), 25(2), 1–12.

Fahriansah, F., Safarida, N., & Midesia, S. (2023). Buy Now, Think Later: Impulsive Buying Behavior among Generation Z in Indonesia. Share: Jurnal Ekonomi Dan Keuangan Islam, 12(2), 386-421.

Haas, A., & Kenning, P. (2014). Utilitarian and Hedonic Motivators of Shoppers’ Decision to Consult with Salespeople. Journal of Retailing, 90(3), 428–441.

Harjadi, D., Arraniri, I., & Fatmasari, D. (2021). The role of atmosphere store and hedonic shopping motivation in impulsive buying behavior. Jurnal Riset Bisnis dan Manajemen, 14(2), 46-52.

Hasim, M. A., Shamsudin, M. F., Ali, A. M., & Shabi, S. (2018). The relationship between sales promotions and online impulse buying in Malaysia. Opcion, 34(16), 295-308.

Hayu, R. S., Surachman, S., & Rahayu, M. (2020). The effect of website quality and government regulations on online impulse buying behavior. Management Science Letters, 10(5), 961-968.

Helmi, A., Komaladewi, R., Sarasi, V., & Yolanda, L. (2023). Characterizing Young Consumer Online Shopping Style: Indonesian Evidence. Sustainability (Switzerland), 15(5), 1–12.

Kong, D., Zhan, S., & Zhu, Y. (2023). Can time pressure promote consumers' impulse buying in live streaming E-commerce? Moderating effect of product type and consumer regulatory focus. Electronic Commerce Research 3(3), 1-37.

Korteling, J. E., Paradies, G. L., & Sassen-van Meer, J. P. (2023). Cognitive Bias and how to Improve Sustainable Decision Making. Frontiers in Psychology, 14, 1–14.

Laksana, K. P., & Suparna, G. (2015). Peran Motivasi Hedonis Memediasi Pengaruh Sifat Materialisme Terhadap Perilaku Pembelian Impulsif Secara Online. E-Journal of Management University of Udayana, 4(6), 1661–1675.

Li, C., Wang, Y., Lv, X., & Li, H. (2021). To Buy or Not to Buy? The Effect of Time Scarcity and Travel Experience on Tourists’ Impulse Buying. Annals of Tourism Research, 86, 1–13.

Liu, X. S., Shi, Y., Xue, N. I., & Shen, H. (2022). The Impact of Time Pressure on Impulsive Buying: The Moderating Role of Consumption Type. Tourism Management, 91(104505), 1–12.

Marsasi, E. G., & Yuanita, A. D. (2023). Investigating the causes and consequences of brand attachment of luxury fashion brand: the role of gender, age, and income. Media Ekonomi Dan Manajemen, 38(1), 71-93.

Meske, C., Junglas, I., & Stieglitz, S. (2019). Explaining the Emergence of Hedonic Motivations in Enterprise Social Networks: A Four-Drive Perspective. Journal of Enterprise Information Management, 32(3), 436–456.

Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A Comprehensive Study on Factors Influencing Online Impulse Buying Behavior: Evidence from Shopee Video Platform. Heliyon, 10(e35743), 1–19.

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.

Peluso, A. M., Pino, G., & Mileti, A. (2022). The interplay of hedonic trend and time pressure in the evaluation of multi-episode tour experiences. Tourism Management, 9(2), 104-125.

Ravenska, N., & Zulvia, P. (2022). Perilaku Impulsive Buying Masyarakat Bandung Raya pada Masa Pandemi Covid-19 Berdasarkan Perbedaan Gender: Evaluasi Program A-life. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 16(1), 15-26.

Robinson, S. R., Ravi, K., & Voth Schrag, R. J. (2020). A Systematic Review of Barriers to Formal Help Seeking for Adult Survivors of IPV in the United States, 2005–2019. Trauma, Violence, & Abuse, 22(5), 1279–1295.

Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Factors Affecting Impulse Buying Behavior of Consumers. Front. Psychol., 12, 1–3.

Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189–199.

Samosir, H. E., Damanik, H. M., & Purba, M. L. (2025). The Role of Impulsive Buying Style and Social Media Influencers in Shaping Generation Z Consumers' Cosmetic Purchase Decisions. Law and Economics, 19(2), 154-165.

Sari, N. Y., & Hermawati, S. (2020). The effect of shopping lifestyle, hedonic shopping motivation, and sales promotion on impulse buying behavior in e-commerce (case study of berrybenka consumer). Jurnal Ilmiah Ekonomi Bisnis, 25(1), 45-54.

Silalahi, A. D. K., Tedjakusuma, A. P., Eunike, I. J., & Riantama, D. (2025). How does time pressure shape impulsive buying behavior? Hedonic vs. utilitarian values emerges as a key driver on E-commerce platforms. Digital Business 3(3), 102-138.

Statista. (2024). eCommerce - Worldwide. Statista.Com. https://www.statista.com/outlook/emo/ecommerce/worldwide

Sun, B., Zhang, Y., & Zheng, L. (2023). Relationship between Time Pressure and Consumers’ Impulsive Buying—Role of Perceived Value and Emotions. Heliyon, 9(7), 1–15.

Ugalde, C., Vila-Lopez, N., & Kuster-Boluda, I. (2023). Brand attachment toward functional, symbolic and hedonic brands. Journal of Fashion Marketing and Management: An International Journal, 27(3), 470-488.

Van Steenburg, E., & Naderi, I. (2019). Unplanned Purchase Decision Making Under Simultaneous Financial and Time Pressure. Journal of Marketing Theory and Practice, 28(1), 98–116.

Vohs, K. D., Mead, N. L., & Goode, M. R. (2008). Merely Activating the Concept of Money Changes Personal and Interpersonal Behavior. Current Directions in Psychological Science, 17(3), 208–212.

Widagdo, B., & Roz, K. (2021). Hedonic shopping motivation and impulse buying: The effect of website quality on customer satisfaction. The Journal of Asian Finance, Economics and Business, 8(1), 395-405.

Wiranata, A. T., & Hananto, A. (2020). Do website quality, fashion consciousness, and sales promotion increase impulse buying behavior of e-commerce buyers. Indonesian Journal of Business and Entrepreneurship (IJBE), 6(1), 74-74.

Yuliantini, Olfebri, O., Gunawan, A., & Fahriza, B. (2025). The Analysis of On-Time Performance, Service Quality, Brand Image, and Promotion on Passenger Loyalty through Passenger Satisfaction. Jurnal Ilmiah Manajemen Kesatuan, 13(4), 2079–2096

Zhang, X., Cheng, X., & Huang, X. (2023). “Oh, My God, Buy It!” Investigating Impulse Buying Behavior in Live Streaming Commerce. International Journal of Human–Computer Interaction, 39(12), 2436–2449.

Zhou, L., & Wong, A. (2004). Consumer Impulse Buying and in-Store Stimuli in Chinese Supermarkets. Journal of International Consumer Marketing, 16(2), 37–53.