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Purba, Martin Luter
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Journal : Law and Economics

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The Role of Impulsive Buying Style and Social Media Influencers in Shaping Generation Z Consumers' Cosmetic Purchase Decisions Samosir, Hendrik E.S.; Damanik, Hanna Meilani; Purba, Martin Luter
Law and Economics Vol. 19 No. 2 (2025): June: Law and Economics
Publisher : Institute for Law and Economics Studies

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Abstract

This study analyzes the influence of impulsive buying behavior and the role of social media influencers in shaping the consumer behavior of Generation Z within the Indonesian cosmetics industry. The objective of this research is to examine how impulsive behavior and the presence of social media influencers can shape the consumption behavior of cosmetic products. Based on the analysis of market data and consumer behavior, this study found that 49% of FMCG sales on major e-commerce platforms (Shopee, Tokopedia, Blibli) come from beauty products, with an industry growth projection of 4.59% per year until 2028. The research applies logistic regression to assess the likelihood of purchasing decisions. Social media influencers have been proven to be a key factor in increasing product awareness and triggering impulsive purchases through digital promotions and recommendations. The study reveals that Generation Z, as digital natives, are highly responsive to marketing strategies that leverage engaging content and collaborations with influencers. Data shows significant growth in Indonesia’s cosmetics industry, reaching US$8.09 billion in 2023, driven by self-care trends and increased social media usage. These findings provide strategic implications for cosmetic brands in designing effective digital campaigns to reach young consumers. The study concludes that impulsive buying styles and the presence of social media influencers enhance the probability of consumers purchasing products.
COVID-19 and Monetary Policy Responses Purba, Martin Luter; Sihotang, Jusmer; Sitinjak, Ruth Betaria; Lumban Gaol, Vebry M; Nopeline, Nancy
Law and Economics Vol. 20 No. 1 (2026): February: Law and Economics
Publisher : Institute for Law and Economics Studies

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/laweco.v20i1.259

Abstract

The COVID-19 pandemic has profoundly impacted the world economy, especially Indonesia, causing substantial fluctuations in essential macroeconomic indices such as economic growth, inflation, and financial markets. In response, Bank Indonesia executed a series of monetary policy modifications, chiefly by augmenting the money supply to guarantee liquidity and stabilize the economy. The efficacy of monetary policy transmission during extraordinary crises is debatable due to structural changes and increased uncertainty. This study seeks to analyze the dynamic relationships between money supply, inflation, and economic growth in Indonesia from 2013 to 2024, specifically contrasting patterns before and during the pandemic. The study utilizes a quantitative methodology, specifically the Vector Autoregression (VAR) model and Granger causality tests, to ascertain the direction and magnitude of correlations among variables. The results aim to deliver empirical evidence about the effectiveness of monetary policy in alleviating economic disruptions during health emergencies, so providing significant policy recommendations for central banks encountering analogous issues in the future
Co-Authors Damanik, Hanna M. DAMANIK, HANNA MEILANI Lastri, Lastri Lumban Gaol, Vebry Manullang, Rolince Mungkur, Gamaliel Nainggolan, Ellen Angelina Nopeline, Nancy Pasaribu, Melinda Karolina Purba, Elvis F Raya Panjaitan Samosir, Hendrik E.S SAMOSIR, HENDRIK E.S. Sibagariang, Carisa Yulia Sihotang, Jusmer Simanjuntak, Sri Ida Royani Simatupang, Feby C. Sinaga, Hevidora Linny Sitanggang, Orlando Steven Sitinjak , Ruth Betaria Sitinjak, Ruth Betaria Sitorus, Christian Desmon Tamba, Andrean V. Tongam Sihol Nababan