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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Muhammad Hamdi
Manajemen, Ekonomi dan Bisnis, Universitas Ahmad Dahlan
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Social Media Celebrity terhadap Perilaku Pembelian Impulsif di E Commerce dengan Attitude Toward Online Impulse Buying sebagai Mediator pada Generasi Z Digital Native Muhammad Wildan Khoirul Muna; Muhammad Hamdi
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 4 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i4.11484

Abstract

This study aims to examines the influence of social media celebrities on online impulse buying behavior with attitude toward online impulse buying as a mediating variable among Generation Z digital natives in Indonesia. The study uses a quantitative approach with an explanatory design. Data were collected through an online survey of 177 Generation Z respondents who actively use social media and e-commerce. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that social media celebrities have a positive and significant effect on attitudes toward online impulse buying and online impulse buying behavior. In addition, attitudes toward online impulse buying have a significant effect on online impulse buying behavior and partially mediate the relationship between social media celebrities and online impulse buying behavior. These findings indicate that the influence of influencers is not only emotional but also shapes consumers' evaluative attitudes toward impulsive buying. Theoretically, this study expands the application of the Stimulus Organism Response (SOR) framework by placing attitude as an internal cognitive mechanism. Practically, the results of this study have implications for digital marketers in designing more effective influencer endorsement strategies.
Peran Mediasi Present bias dan Mental accounting pada Pengaruh Adopsi Buy Now Pay Later (BNPL) terhadap Keputusan Pembelian Gen Z Faiz Alamsyah; Muhammad Hamdi
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 4 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i4.11624

Abstract

This study aims to examine the effect of Buy Now Pay Later (BNPL) usage on Gen Z’s Keputusan Pembelians by incorporating present bias and mental accounting as mediating variables. A quantitative research design was employed using a survey method involving 169 Gen Z respondents, aged 18–28 years, who had used BNPL services at least once within the last six months, thereby representing active BNPL users among Gen Z. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hypothesis testing and mediation effects were assessed using the bootstrapping procedure, which applies resampling techniques to generate robust estimates of path coefficients, t-statistics, and p-values. The results indicate that BNPL adoption has a positive and significant effect on Keputusan Pembelians. Furthermore, mediation analysis confirms that present bias and mental accounting significantly mediate the relationship between BNPL adoption and Keputusan Pembelians, suggesting that consumer psychological mechanisms play a crucial role in amplifying the impact of BNPL on Gen Z’s purchasing behavior. These findings contribute theoretically to the development of behavioral economics by elucidating the role of cognitive biases in digital financial services. Practically, the results provide insights for FinTech companies and regulators in the digital financial sector to design marketing strategies and consumer protection policies that promote more responsible BNPL usage.
Co-Authors Faiz Alamsyah Muhammad Wildan Khoirul Muna