Gen Z Impulse Buying behavior : The Moderating Role of UI/UX
Keywords:
Promotion, price, positive emotion, impulse buying, UI/UX, social commerce
Abstract
This study explores the dynamics of promotion, price, positive emotion, and impulse buying within the environment of TikTok Shop, focusing particularly on how these marketing and psychological factors interact in a social commerce setting. The research also investigates the role of UI/UX as a potential moderating variable in these relationships. Using a quantitative design and analyzed through the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach, the study evaluates both direct and mediated pathways among the constructs. The discussion emphasizes how promotional exposure, pricing perceptions, and emotional responses shape consumer behavior, and how UI/UX is conceptually positioned to influence these effects. Through analytical interpretation, the study highlights the theoretical and practical contributions of examining impulse buying in rapidly growing social commerce platforms, offering a deeper understanding of the mechanisms through which marketing stimuli and user experience may interactReferences
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Aliwinoto, C., Hadianto, B., & Tjiptodjojo, K. I. (2024). The Relationship Between Price Discounts and Impulsive Purchase: The Mediating Role of Positive Emotions. Journal of Business and Economics Research (JBE), 5(2), 121–128. https://doi.org/10.47065/jbe.v5i2.5252
Anggraini, N. T. (2023). Pengaruh Viral Marketing dan Harga Terhadap Perilaku Impulse Buying Pada Market Place Shopee (Studi Pada Mahasiswa Pasca Sarjana Universitas Lambung Mangkurat). Jurnal Bisnis dan Pembangunan, 12(3), 42. https://doi.org/10.20527/jbp.v12i3.17984
Brabo, N. A., Sari, N. E., Iswati, H., & Meidiyustiani, R. (2021). The Influence of Price, Promotion and Positive Emotions on Online Impulse Buying with Hedonic Shopping Motivation as an Intervening Variable (Study: Women Fashion Product in Indonesia). Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(4), Article 4. https://doi.org/10.33258/birci.v4i4.3199
Chan, G. F., Akhmad, I., & Hinggo, H. T. (2022). Pengaruh Promosi Dan Harga Terhadap Impulse Buying Pada Pengguna E-Commerce Shopee Di Pekanbaru. 2(1).
Creswell, J. W., & Creswell, J. D. (2022). Research Design: Qualitative, Quantitavive, and Mixed Methods Approaches (6th ed.). SAGE Publications.
Damaris, A., Riadsyah, K., & Maharani, A. (2022). PERILAKU KONSUMEN PRODUK HEALTHCARE DITINJAU DARI PEMBELIAN IMPULSIF, HARGA, PROMOSI, DAN KUALITAS INFORMASI. Management and Accounting Expose, 5(1). https://doi.org/10.36441/mae.v5i1.645
Destari, T. (2024). Pengaruh Diskon Harga dan Motivasi Belanja Hedonis Terhadap Online Impulse Buying Melalui Emosi Positif sebagai Variabel Mediasi pada Produk Fashion (Studi pada Shopee Live Streaming). Jurnal Manajemen Update, 13(2), Article 2. https://jurnal.untan.ac.id/index.php/ejmfe/article/view/77339
Gregor. (2025, November 4). The UX Revolution: Key Insights for Crafting Winning E-Commerce Experiences in 2025. https://www.linkedin.com/pulse/ux-revolution-key-insights-crafting-winning-2025-saita-%E6%96%8E%E7%94%B0--ii5pc
Griffin, J. (2024, February 12). The Future of E-Commerce: UX/UI Trends Transforming Online Shopping. https://www.linkedin.com/pulse/future-e-commerce-uxui-trends-transforming-online-shopping-griffin-viyre
Gunawan, E., Udayana, I. B. N., & Maharani, B. D. (2023). PENGARUH SITE TRUST DAN VISUAL MERCHANDISING TERHADAP IMPLUSIVE BUYING MELALUI POSITIVE EMOTION PADA KONSUMEN MARKETPLACE SHOPEE YOGYAKARTA.
Habib, M. (2021). Analisis Dan Perancangan UI/UX Website Layanan Transportasi Pada Yakurir Menggunakan Metode Double Diamond.
Hair, J. F., Howard, M. C., & Nitzl, C. (2021). Assessing meansurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-11-.
Hanifah, N. (2024). Factors that Influence Impulse Buying: A Literature Review | EduLine: Journal of Education and Learning Innovation. https://jurnal.ahmar.id/index.php/eduline/article/view/2683
Hasim, M., & Lestari, R. B. (2022). Pengaruh Potongan Harga, Motivasi Belanja Hedonis, E-WOM dan Gaya Hidup Berbelanja Terhadap Impulse Buying di Tokopedia. FORBISWIRA FORUM BISNIS DAN KEWIRAUSAHAAN, 12(1), 59–69. https://doi.org/10.35957/forbiswira.v12i1.3297
Hikmah. (2020). Pengaruh Harga, Promosi dan Kualitas Produk Terhadap Pembelian Impulsif di Kota Batam.
Hosseini, S. H., Zadeh, F. H., Shafiee, M. M., & Hajipour, E. (2020). The effect of price promotions on impulse buying: The mediating role of service innovation in fast moving consumer goods. International Journal of Business Information Systems, 33(3), 320–336. https://doi.org/10.1504/IJBIS.2020.105828
Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2021). Likert Scale: Explored adn Explained. British journal of Appllied Science & Technology.
Julian, A., Maheswar, C., Ramyadevi, R., Murali Dhar, M. S., & Selvi, S. (2024). Analysis and Estimation of Discounts on Product Prices in E-Commerce Sites. 2024 IEEE International Conference on Computing, Power and Communication Technologies (IC2PCT), 5, 759–762. https://doi.org/10.1109/IC2PCT60090.2024.10486475
Kholis, N. (2023). The role of positive emotional response in the relationship between store atmosphere, sales promotion, hedonic shopping motivation, and impulsive buying in Indonesia’s largest department store | Kasetsart Journal of Social Sciences. https://so04.tci-thaijo.org/index.php/kjss/article/view/267914
Kock, N., & Hadaya, P. (2024). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods: Sample size in PLS-based SEM | Request PDF. ResearchGate. https://doi.org/10.1111/isj.12131
Kotler, P., & Armstrong, G. (2021). Principles of Marketing, Seventeenth Edition. In Pearson.
Kotler, P., & Keller, L. (2020). Marketing Management(15th ed.). Pearson Pretice Hall.
Larasati. (2024). PENGARUH THEORY OF PLANNED BEHAVIOR TERHADAP PERILAKU PRO LINGKUNGAN PADA MASYARAKAT PALMERAH JAKARTA BARAT [bachelorThesis, Falkultas Dakwah Dan Ilmu Komunikasi]. https://repository.uinjkt.ac.id/dspace/handle/123456789/83653
Maley, N. M. S., Fanggidae, R. P. C., & Kurniawati, M. (2022). PENGARUH PROMOSI, HARGA, DAN MOTIF BELANJA HEDONIS TERHADAP PERILAKU PEMBELIAN IMPULSIF PENGGUNA SHOPEE (STUDY PADA MAHASISWA FEB UNDANA). GLORY Jurnal Ekonomi dan Ilmu Sosial, 3(2), 123–141. https://doi.org/10.35508/glory.v3i2.7718
Masrukhan, M., & Isnaini, R. K. (2025). Optimalisasi Teknologi dan Strategi Pemasaran Digital dalam Meningkatkan Daya Saing UMKM Bakpia Wong Yogyakarta.
Mutanafisa, T. A., & Retnaningsih, R. (2021). The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers. Journal of Consumer Sciences, 6(1), Article 1. https://doi.org/10.29244/jcs.6.1.77-91
Nur, Vincentiar, P., & Permana, D. (2020). Buying Intention through User Interface Design. EUROPEAN RESEARCH STUDIES JOURNAL, XXII(Issue 3), 470–479. https://doi.org/10.35808/ersj/1492
Nurohman, B. (2024). Analisis UI/UX Terhadap Perancangan Toko Online Dengan Menggunakan Pendekatan Human Centered Design. https://ejournal.lppm-unasman.ac.id/index.php/jikom/article/view/291
Pareek, R. (2024). How UI/UX enhances e-commerce sales.
Prada, B. M. P. A., & Kurniawan, I. (2024). PENGARUH EMOSI POSITIF DAN PROMOSI PENJUALAN TERHADAP MINAT BELI (STUDI PADA COFFEE SHOP EPIDEMI JOMBANG). Jurnal Manajemen Terapan dan Keuangan, 13(02), 541–553. https://doi.org/10.22437/jmk.v13i02.32739
Pramayanti, D. I. (2024). Pengaruh Digital Marketing terhadap Brand Awareness dalam Penggunaan E-commerce. Jibaku: Jurnal Ilmiah Bisnis, Manajemen Dan Akuntansi, 4(1), Article 1. https://doi.org/10.35473/jibaku.v4i1.2905
Purwantini, H. N. R. S. (2025). The Influence of User Interface (UI), User Experience (UX), and E-Service Quality on Repurchase Intention with Customer Satisfaction as a Mediating Variable in Tokopedia E-commerce. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 3(1), Article 1. https://doi.org/10.21009/ISC-BEAM.013.16
Ratnasari, I. (2023). Pengaruh Promosi Dan Harga Terhadap Impulse Buying | Jurnal Sosial Teknologi. https://sostech.greenvest.co.id/index.php/sostech/article/view/909
Sekaran, Uma, Roger, & Bougie. (2020). Research Methods for Business: A Skill Building Approach. Asian Edition Hoboken: Wiley.
Sifdasani, S. (2024). Pengaruh Promosi, Visual Merchandising Online, Emosi Positif, E-Wom Dan Kepercayaan Terhadap Impulse Buying Mahasiswa Febi Uin K.H. Abdurrahman Wahid Pekalongan Pada Shopee [Undergraduate_thesis, UIN. K. H. Abdurrahman Wahid Pekalongan]. http://perpustakaan.uingusdur.ac.id/
Silalahi, I. V., Hurriyati, R., & Widjajanta, B. (2023). Encourage Impulse Buying on E-commerce: Using Positive Emotion and Price Discount to Tapping into Shoppers Desires. 850–861. https://doi.org/10.2991/978-94-6463-234-7_88
Sugiana, N. S. S., Hurriyati, R., Widjajanta, B., Rahayu, A., Wibowo, L. A., & Dirgantari, P. D. (2024). Exploring the Impacts of Viral Captions in Digital Content Promotion on Impulse Buying Decisions. 683–690. https://doi.org/10.2991/978-94-6463-443-3_89
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. https://www.scribd.com/document/729101674/Metode-Penelitian-Kuantitatif-Kualitatif-Dan-r-d-Sugiyono-2020
Tindaresa, I. N. (2023). Pengaruh Store Atmosphere Dan Harga Terhadap Impulse Buying Dengan Emosi Positif Sebagai Variabel Intervening (Studi Pada Ladys.id Ponorogo) [Diploma, IAIN Ponorogo]. https://etheses.iainponorogo.ac.id/23222/
Vannesse, M. (2024). Pengaruh Atmosfer Toko Dan Promosi Terhadap Impulse Buying Melalui Emosi Positif Sebagai Variabel Mediasi. https://ejournal-nipamof.id/index.php/MASMAN/article/view/379
Vinka, N., & Widyastuti. (2023). Pengaruh Hedonic Shopping Value dan Sales Promotion Terhadap Impulse Buying Dengan Emosi Positif Sebagai Variabel Mediasi (Studi Pada Pengguna Tokopedia).
Wardhani, M. (2022). PENGARUH HARGA, SHOPPING LIFESTYLE, DAN PROMOSI TERHADAP IMPULSE BUYING PADA PEMBELIAN ONLINE SHOP (STUDI KASUS MAHASISWA STIESIA SURABAYA). 11.
Aliwinoto, C., Hadianto, B., & Tjiptodjojo, K. I. (2024). The Relationship Between Price Discounts and Impulsive Purchase: The Mediating Role of Positive Emotions. Journal of Business and Economics Research (JBE), 5(2), 121–128. https://doi.org/10.47065/jbe.v5i2.5252
Anggraini, N. T. (2023). Pengaruh Viral Marketing dan Harga Terhadap Perilaku Impulse Buying Pada Market Place Shopee (Studi Pada Mahasiswa Pasca Sarjana Universitas Lambung Mangkurat). Jurnal Bisnis dan Pembangunan, 12(3), 42. https://doi.org/10.20527/jbp.v12i3.17984
Brabo, N. A., Sari, N. E., Iswati, H., & Meidiyustiani, R. (2021). The Influence of Price, Promotion and Positive Emotions on Online Impulse Buying with Hedonic Shopping Motivation as an Intervening Variable (Study: Women Fashion Product in Indonesia). Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(4), Article 4. https://doi.org/10.33258/birci.v4i4.3199
Chan, G. F., Akhmad, I., & Hinggo, H. T. (2022). Pengaruh Promosi Dan Harga Terhadap Impulse Buying Pada Pengguna E-Commerce Shopee Di Pekanbaru. 2(1).
Creswell, J. W., & Creswell, J. D. (2022). Research Design: Qualitative, Quantitavive, and Mixed Methods Approaches (6th ed.). SAGE Publications.
Damaris, A., Riadsyah, K., & Maharani, A. (2022). PERILAKU KONSUMEN PRODUK HEALTHCARE DITINJAU DARI PEMBELIAN IMPULSIF, HARGA, PROMOSI, DAN KUALITAS INFORMASI. Management and Accounting Expose, 5(1). https://doi.org/10.36441/mae.v5i1.645
Destari, T. (2024). Pengaruh Diskon Harga dan Motivasi Belanja Hedonis Terhadap Online Impulse Buying Melalui Emosi Positif sebagai Variabel Mediasi pada Produk Fashion (Studi pada Shopee Live Streaming). Jurnal Manajemen Update, 13(2), Article 2. https://jurnal.untan.ac.id/index.php/ejmfe/article/view/77339
Gregor. (2025, November 4). The UX Revolution: Key Insights for Crafting Winning E-Commerce Experiences in 2025. https://www.linkedin.com/pulse/ux-revolution-key-insights-crafting-winning-2025-saita-%E6%96%8E%E7%94%B0--ii5pc
Griffin, J. (2024, February 12). The Future of E-Commerce: UX/UI Trends Transforming Online Shopping. https://www.linkedin.com/pulse/future-e-commerce-uxui-trends-transforming-online-shopping-griffin-viyre
Gunawan, E., Udayana, I. B. N., & Maharani, B. D. (2023). PENGARUH SITE TRUST DAN VISUAL MERCHANDISING TERHADAP IMPLUSIVE BUYING MELALUI POSITIVE EMOTION PADA KONSUMEN MARKETPLACE SHOPEE YOGYAKARTA.
Habib, M. (2021). Analisis Dan Perancangan UI/UX Website Layanan Transportasi Pada Yakurir Menggunakan Metode Double Diamond.
Hair, J. F., Howard, M. C., & Nitzl, C. (2021). Assessing meansurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-11-.
Hanifah, N. (2024). Factors that Influence Impulse Buying: A Literature Review | EduLine: Journal of Education and Learning Innovation. https://jurnal.ahmar.id/index.php/eduline/article/view/2683
Hasim, M., & Lestari, R. B. (2022). Pengaruh Potongan Harga, Motivasi Belanja Hedonis, E-WOM dan Gaya Hidup Berbelanja Terhadap Impulse Buying di Tokopedia. FORBISWIRA FORUM BISNIS DAN KEWIRAUSAHAAN, 12(1), 59–69. https://doi.org/10.35957/forbiswira.v12i1.3297
Hikmah. (2020). Pengaruh Harga, Promosi dan Kualitas Produk Terhadap Pembelian Impulsif di Kota Batam.
Hosseini, S. H., Zadeh, F. H., Shafiee, M. M., & Hajipour, E. (2020). The effect of price promotions on impulse buying: The mediating role of service innovation in fast moving consumer goods. International Journal of Business Information Systems, 33(3), 320–336. https://doi.org/10.1504/IJBIS.2020.105828
Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2021). Likert Scale: Explored adn Explained. British journal of Appllied Science & Technology.
Julian, A., Maheswar, C., Ramyadevi, R., Murali Dhar, M. S., & Selvi, S. (2024). Analysis and Estimation of Discounts on Product Prices in E-Commerce Sites. 2024 IEEE International Conference on Computing, Power and Communication Technologies (IC2PCT), 5, 759–762. https://doi.org/10.1109/IC2PCT60090.2024.10486475
Kholis, N. (2023). The role of positive emotional response in the relationship between store atmosphere, sales promotion, hedonic shopping motivation, and impulsive buying in Indonesia’s largest department store | Kasetsart Journal of Social Sciences. https://so04.tci-thaijo.org/index.php/kjss/article/view/267914
Kock, N., & Hadaya, P. (2024). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods: Sample size in PLS-based SEM | Request PDF. ResearchGate. https://doi.org/10.1111/isj.12131
Kotler, P., & Armstrong, G. (2021). Principles of Marketing, Seventeenth Edition. In Pearson.
Kotler, P., & Keller, L. (2020). Marketing Management(15th ed.). Pearson Pretice Hall.
Larasati. (2024). PENGARUH THEORY OF PLANNED BEHAVIOR TERHADAP PERILAKU PRO LINGKUNGAN PADA MASYARAKAT PALMERAH JAKARTA BARAT [bachelorThesis, Falkultas Dakwah Dan Ilmu Komunikasi]. https://repository.uinjkt.ac.id/dspace/handle/123456789/83653
Maley, N. M. S., Fanggidae, R. P. C., & Kurniawati, M. (2022). PENGARUH PROMOSI, HARGA, DAN MOTIF BELANJA HEDONIS TERHADAP PERILAKU PEMBELIAN IMPULSIF PENGGUNA SHOPEE (STUDY PADA MAHASISWA FEB UNDANA). GLORY Jurnal Ekonomi dan Ilmu Sosial, 3(2), 123–141. https://doi.org/10.35508/glory.v3i2.7718
Masrukhan, M., & Isnaini, R. K. (2025). Optimalisasi Teknologi dan Strategi Pemasaran Digital dalam Meningkatkan Daya Saing UMKM Bakpia Wong Yogyakarta.
Mutanafisa, T. A., & Retnaningsih, R. (2021). The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers. Journal of Consumer Sciences, 6(1), Article 1. https://doi.org/10.29244/jcs.6.1.77-91
Nur, Vincentiar, P., & Permana, D. (2020). Buying Intention through User Interface Design. EUROPEAN RESEARCH STUDIES JOURNAL, XXII(Issue 3), 470–479. https://doi.org/10.35808/ersj/1492
Nurohman, B. (2024). Analisis UI/UX Terhadap Perancangan Toko Online Dengan Menggunakan Pendekatan Human Centered Design. https://ejournal.lppm-unasman.ac.id/index.php/jikom/article/view/291
Pareek, R. (2024). How UI/UX enhances e-commerce sales.
Prada, B. M. P. A., & Kurniawan, I. (2024). PENGARUH EMOSI POSITIF DAN PROMOSI PENJUALAN TERHADAP MINAT BELI (STUDI PADA COFFEE SHOP EPIDEMI JOMBANG). Jurnal Manajemen Terapan dan Keuangan, 13(02), 541–553. https://doi.org/10.22437/jmk.v13i02.32739
Pramayanti, D. I. (2024). Pengaruh Digital Marketing terhadap Brand Awareness dalam Penggunaan E-commerce. Jibaku: Jurnal Ilmiah Bisnis, Manajemen Dan Akuntansi, 4(1), Article 1. https://doi.org/10.35473/jibaku.v4i1.2905
Purwantini, H. N. R. S. (2025). The Influence of User Interface (UI), User Experience (UX), and E-Service Quality on Repurchase Intention with Customer Satisfaction as a Mediating Variable in Tokopedia E-commerce. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 3(1), Article 1. https://doi.org/10.21009/ISC-BEAM.013.16
Ratnasari, I. (2023). Pengaruh Promosi Dan Harga Terhadap Impulse Buying | Jurnal Sosial Teknologi. https://sostech.greenvest.co.id/index.php/sostech/article/view/909
Sekaran, Uma, Roger, & Bougie. (2020). Research Methods for Business: A Skill Building Approach. Asian Edition Hoboken: Wiley.
Sifdasani, S. (2024). Pengaruh Promosi, Visual Merchandising Online, Emosi Positif, E-Wom Dan Kepercayaan Terhadap Impulse Buying Mahasiswa Febi Uin K.H. Abdurrahman Wahid Pekalongan Pada Shopee [Undergraduate_thesis, UIN. K. H. Abdurrahman Wahid Pekalongan]. http://perpustakaan.uingusdur.ac.id/
Silalahi, I. V., Hurriyati, R., & Widjajanta, B. (2023). Encourage Impulse Buying on E-commerce: Using Positive Emotion and Price Discount to Tapping into Shoppers Desires. 850–861. https://doi.org/10.2991/978-94-6463-234-7_88
Sugiana, N. S. S., Hurriyati, R., Widjajanta, B., Rahayu, A., Wibowo, L. A., & Dirgantari, P. D. (2024). Exploring the Impacts of Viral Captions in Digital Content Promotion on Impulse Buying Decisions. 683–690. https://doi.org/10.2991/978-94-6463-443-3_89
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. https://www.scribd.com/document/729101674/Metode-Penelitian-Kuantitatif-Kualitatif-Dan-r-d-Sugiyono-2020
Tindaresa, I. N. (2023). Pengaruh Store Atmosphere Dan Harga Terhadap Impulse Buying Dengan Emosi Positif Sebagai Variabel Intervening (Studi Pada Ladys.id Ponorogo) [Diploma, IAIN Ponorogo]. https://etheses.iainponorogo.ac.id/23222/
Vannesse, M. (2024). Pengaruh Atmosfer Toko Dan Promosi Terhadap Impulse Buying Melalui Emosi Positif Sebagai Variabel Mediasi. https://ejournal-nipamof.id/index.php/MASMAN/article/view/379
Vinka, N., & Widyastuti. (2023). Pengaruh Hedonic Shopping Value dan Sales Promotion Terhadap Impulse Buying Dengan Emosi Positif Sebagai Variabel Mediasi (Studi Pada Pengguna Tokopedia).
Wardhani, M. (2022). PENGARUH HARGA, SHOPPING LIFESTYLE, DAN PROMOSI TERHADAP IMPULSE BUYING PADA PEMBELIAN ONLINE SHOP (STUDI KASUS MAHASISWA STIESIA SURABAYA). 11.
Published
2025-12-25
How to Cite
Iskandar, R. X., & Yunita, P. I. (2025). Gen Z Impulse Buying behavior : The Moderating Role of UI/UX. Kontigensi : Jurnal Ilmiah Manajemen, 13(2), 1203-1220. https://doi.org/10.56457/jimk.v13i2.878
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Articles
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