How Do Personality, Price Discounts, and Social Media Shape Impulsive Buying in Indonesian Online Marketplaces?

Dedek Kurniawan Gultom, Nadia Ika Purnama and Rini Astuti

Economic Studies journal, 2026, issue 7, 178-198

Abstract: This study examines the factors influencing impulsive buying among Generation Z in Indonesia, with a focus on personality, price discounts, and the role of social media. A quantitative approach with a descriptive survey design was used. Data were collected through a structured questionnaire distributed online to 385 Generation Z respondents who actively shop in the marketplace, and the sample size was determined using the Lemeshow formula. The variable of impulsive buying was measured by four main indicators: spontaneity, urgency, emotional influence, and minimal consideration. Personality was measured through indicators of curiosity, exploration of new experiences, entertainment, and social interaction. Price discount was measured through the discount amount, promotion duration, and product type, while social media was measured through the dimensions of entertainment, interaction, trends, personalisation, and advertising. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 to evaluate the measurement and structural models and test the research hypotheses. The results show that personality has a significant and dominant effect on impulsive buying, followed by price discount and social media. These findings suggest that marketing strategies should consider personality-based segmentation, effective discount promotion management, and the strategic use of social media to encourage impulsive buying decisions among digital consumers.

JEL-codes: D12 L81 M31 (search for similar items in EconPapers)
Date: 2026
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