Impluse Buying in the Tiktok Era: Lifestyle, Fashion and Influencer Influence on Gen Z

Abstract

This study analyzes the influence of shopping lifestyle, fashion involvement, and influencer marketing on e-impulse buying among Politeknik Negeri Batam students who actively use TikTok Shop. The rise of TikTok has contributed significantly to impulsive buying, particularly among Gen Z. Data collection involving 383 students was carried out using a quantitative research design. The results reveal that shopping lifestyle (R² = 0.611), fashion involvement, and influencer marketing significantly affect e-impulse buying. Students with active shopping habits and strong fashion interests are more prone to impulse buying, especially when exposed to influencer-driven promotions. The study suggests that marketers should leverage personalized promotions, fashion-based content, and collaborations with micro-influencers to engage Gen Z consumers effectively. Practical strategies may include real-time interaction, peer-based reviews, and visually engaging content to trigger impulse purchases. These findings contribute to the literature on hedonic consumption and dual-process theory by showing how emotional and social factors interact in TikTok’s shopping ecosystem.