Investigasi Perilaku Belanja Impulsif Produk Kecantikan Beauty Enthusiast Gen Z Di Surabaya Melalui Pengalaman Pascapembelian: Sebuah Studi Kualitatif

Azka, Shafira Ramadhani (2026) Investigasi Perilaku Belanja Impulsif Produk Kecantikan Beauty Enthusiast Gen Z Di Surabaya Melalui Pengalaman Pascapembelian: Sebuah Studi Kualitatif. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pesatnya pertumbuhan industri beauty digital, dominasi platform visual seperti TikTok dan Instagram, serta tingginya kecenderungan impulsive buying di kalangan Generasi Z menunjukkan transformasi mendasar dalam pola konsumsi produk kecantikan. Fenomena impulsive buying produk kecantikan pada beauty enthusiast Gen Z di Surabaya menunjukkan bahwa keputusan konsumsi tidak lagi bersifat fungsional semata, melainkan dibentuk oleh pengalaman emosional, keterhubungan parasosial, dan dinamika sosial digital. Meskipun kajian mengenai impulsive buying terus berkembang, sebagian besar penelitian masih berfokus pada fase pra-pembelian dan belum mengkaji secara mendalam pemaknaan konsumen pada fase pascapembelian. Penelitian ini bertujuan memahami pengalaman pembelian impulsif beauty enthusiast Gen Z di Surabaya serta pemaknaan mereka terhadap keputusan tersebut setelah pembelian. Dengan pendekatan kualitatif interpretatif, penelitian ini menggunakan kerangka Stimulus Organism Response (S–O–R) dan konsep Hedonic Motivation untuk menganalisis wawancara mendalam terhadap 15 partisipan. Hasil penelitian menunjukkan bahwa paparan algoritmik, keaslian visual influencer, narasi personal, dan validasi komunitas berperan sebagai stimulus yang memicu dorongan emosional dan melemahkan evaluasi kognitif, sehingga mendorong pembelian impulsif. Pada fase pascapembelian, partisipan mengalami validasi emosional, refleksi kritis terhadap motivasi konsumsi, serta pembentukan loyalitas afektif yang berkaitan dengan identitas diri sebagai konsumen produk kecantikan. Penelitian ini berkontribusi secara teoretis dengan memposisikan impulsive buying sebagai proses berlapis yang berlanjut pada pembentukan makna diri konsumen. Temuan ini memberikan implikasi praktis bagi pengembangan komunikasi kecantikan yang lebih etis dan reflektif, sejalan dengan SDG 12 (responsible consumption).
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The rapid growth of the digital beauty industry, the dominance of visual platforms such as TikTok and Instagram, and the high prevalence of impulsive buying among Generation Z indicate a fundamental transformation in beauty consumption patterns. The phenomenon of impulsive buying among Gen Z beauty enthusiasts in Surabaya demonstrates that consumption decisions are no longer merely functional, but are shaped by emotional experiences, parasocial connections, and digital social dynamics. Although research on impulsive buying has continued to expand, most studies remain focused on the pre-purchase stage and have not sufficiently examined how consumers construct meaning during the post-purchase phase. This study aims to explore the experiences of impulsive purchasing among Gen Z beauty enthusiasts in Surabaya and how they interpret their decisions after purchase. Using an interpretive qualitative approach, this research applies the Stimulus Organism Response (S–O–R) framework and the concept of Hedonic Motivation to analyze in-depth interviews with 15 participants. The findings indicate that algorithmic exposure, influencers’ visual authenticity, personal narratives, and community validation function as stimuli that trigger emotional impulses and weaken cognitive evaluation, thereby encouraging impulsive buying. During the post-purchase phase, participants experience emotional validation, engage in critical reflection on their consumption motives, and develop affective loyalty linked to their self-identity as beauty product consumers. This study contributes theoretically by positioning impulsive buying as a layered process that extends toward the formation of consumer self-meaning. The findings also provide practical implications for fostering more ethical and reflective beauty communication practices, in line with SDG 12 on responsible consumption.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Belanja Impulsif, gen Z, Beauty Influencer, Motivasi Hedonis, Responsible Consumption, Impulsive Buying, generation Z, Beauty Influencers, Hedonic Motivation, Responsible Consumption
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. H Social Sciences > HT Communities. Classes. Races
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > (S2) Master Thesis
Depositing User:	Shafira Ramadhani Azka
Date Deposited:	22 Jan 2026 09:18
Last Modified:	22 Jan 2026 09:18
URI:	http://repository.its.ac.id/id/eprint/130107

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