Articles

Cognitive Dissonance in Online Shopping Experiences and Impulsive Buying Among E-Commerce Users in Indonesia

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This study aims to analyze the influence of Online Customer Shopping Experience on Impulsive Buying and Cognitive Dissonance in the context of e-commerce use in Indonesia. Based on data from 420 respondents, it was found that the most widely used e-commerce platforms are Tokopedia, TikTok Shop, and Shopee. The majority of respondents purchase products such as clothing, accessories, as well as beauty and personal care products, which shows the dominance of lifestyle needs in online shopping behavior. The results of the analysis show that the online shopping experience has a significant effect on impulse purchases, which can then trigger post-purchase cognitive dissonance. In addition, it was found that Impulsive Buying also mediates the relationship between Online Customer Shopping Experience and Cognitive Dissonance. Thus, an engaging and emotional shopping experience not only encourages spontaneous purchases, but also contributes to dissatisfaction if the purchase results are not as expected. These findings provide important implications for e-commerce service providers to design shopping experiences that are not only visually appealing and promotional, but also able to meet consumer expectations to reduce the potential for cognitive dissonance.

Influence of Social Media Advertising and Influencer Marketing on Gen Z Fashion E-Commerce Purchasing Decisions in West Coast Region The Gambia: Impulsive Buying as Mediator

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This research examines the impact of social media advertising and influencer marketing on Gen Z fashion e-commerce purchasing behavior in the West Coast Region, The Gambia with impulsive buying as a mediating variable. A quantitative causal-comparative research design was used with data obtained through questionnaires from 130 Gen Z participants. Partial Least Squares–Structural Equation Modeling (PLS-SEM) was the method of analysis applied in SmartPLS 4. This study is built on the S-O-R (Stimulus–Organism–Response) model, which describes an external marketing stimulus that leads to an internal psychological response and an effect on consumer behavior. The results show that both social media advertising and influencer marketing strongly impact Gen Z consumers’ purchase intention. Besides, impulsive buying behavior mediates these relationships, implying that exposure to digital marketing content can lead to impulsive purchases. These findings emphasize the role of engaging social media content and influencer partnerships to guide fashion e-commerce consumer decisions. This study provides key implications for marketers and companies in designing a focused digital strategy to successfully reach Gen Z consumers in The Gambia and similar emerging markets.

Has Buy Now Pay Later become a symbol of hedonistic lifestyle among young people?

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The advancement of technology and the internet has driven significant transformations in the global business landscape and consumer lifestyles. One notable innovation in financial technology (Fintech) is Buy Now, Pay Later (BNPL), a digital financial service that enables consumers to make purchases without immediate payment, thereby creating a more appealing and instant shopping experience. This service has gained substantial popularity among younger generations, particularly Generation Z, who account for 56.7% of Pay Later users. This study aims to analyze the influence of BNPL on hedonistic lifestyle, facility utilization, and impulsive buying behavior using a quantitative approach involving questionnaire distribution and analysis through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal a positive relationship between BNPL usage and both facility utilization and hedonistic lifestyle, which ultimately contributes to increased impulsive buying behavior among young consumers in Indonesia.