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"Perkembangan masif dari Internet menggeser pola perilaku konsumen dan menciptakan pola perilaku baru yang dialami konsumen. Kemudahan berbelanja pada lingkungan online memungkinkan konsumen mengalami perilaku online impulse buying. Pembelian impulsif terjadi ketika konsumen membeli produk tertentu secara spontan tanpa melalui pertimbangan yang matang. Skincare dan body care merupakan dua jenis produk perawatan kulit yang sedang tren dan lebih disukai oleh konsumen generasi Z. Salah satu saluran pembelian online yang menjadi pilihan generasi Z untuk melakukan pembelian produk skincare dan body care adalah beauty e-commerce, BeautyHaul Indonesia (beautyhaul.com). Penelitian ini bertujuan untuk mengetahui pengaruh shopping enjoyment, money availability, social media peer communication, time availability, dan sales promotion terhadap online impulse buying pada generasi Z konsumen produk-produk skincare dan body care di BeautyHaul Indonesia (beautyhaul.com). Penelitian menggunakan pendekatan kuantitatif melalui teknik purposive sampling pada 157 responden yang didapatkan melalui online questionnaire. Hasil penelitian menunjukkan bahwa shopping enjoyment, money availability, dan sales promotion memiliki pengaruh terhadap online impulse buying. Namun, tidak terdapat pengaruh pada social media peer communication dan time availability terhadap online impulse buying.

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The massive development of the Internet shifts consumer behavior patterns and creates new behavior patterns experienced by consumers. The convenience of shopping in an online environment allows consumers to experience online impulse buying behavior. Impulse buying occurs when consumers buy certain products spontaneously without careful consideration. Skincare and body care are two types of skin care products that are trending and are preferred by generation Z consumers. One of the online purchasing channels that is chosen by Generation Z to purchase skincare and body care products is the beauty e-commerce, BeautyHaul Indonesia (beautyhaul.com). This study aims to determine the effect of shopping enjoyment, money availability, social media peer communication, time availability, and sales promotion on online impulse buying in Generation Z consumers of skincare and body care products at BeautyHaul Indonesia (beautyhaul.com). The study used a quantitative approach through purposive sampling technique on 157 respondents obtained through an online questionnaire. The results show that shopping enjoyment, money availability, and sales promotion have an influence on online impulse buying. However, there is no effect on social media peer communication and time availability on online impulse buying."

"Pengaruh motivasi belanja hedonic novelty, fun, praise from others, escapism dan social interaction terhadap niat pembelian impulsif pada studi kasus brand Miniso. Perkembangan ritel di Indonesia sangat besar, hal ini ditunjukkan dengan perkembangan pesat brand Miniso. konsumen muda berperan penting dalam pertumbuhan ritel di Indonesia termasuk brand ritel Miniso. Metode yang digunakan untuk mengolah data dalam penelitian ini adalah Multiple Regression. Hasil penelitian membuktikan bahwa terdapat pengaruh yang signifikan antara dimensi motivasi benlaja hedonis dengan niat pembelian impulsif. Namun faktor ketersediaan uang, ketersediaan waktu dan definisi tugas tidak memoderasi hubungan secara signifikan.

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The influence of hedonic spending motivation novelty, fun, praise from others, escapism and social interaction on impulse buying intentions on the Miniso brand case study. The development of retail in Indonesia is very big, this is indicated by the rapid development of brand Miniso. young consumers play an important role in retail growth in Indonesia including the Miniso retail brand. The method used to process the data in this study is Multiple Regression. The results show that there is a significant influence between benevolent hedonist motivation with impulse buying intention. But the money availability, time availability and task definition factor does not moderate relationships significantly."