<![CDATA[Technological and internet developments have encouraged the public to increasingly rely on digital services, including online shopping through e-commerce platforms, dominated by Generation Z users. Marketing strategies in e-commerce, such as flash sales and live streaming, tend to combine hedonic pleasure and scarcity, which can trigger impulsive buying. This study aimed to determine the effect of hedonic lifestyle and scarcity on impulsive buying among Generation Z e-commerce users in Karawang Regency. This study used a quantitative approach with a causal design. The sampling technique used was non-probability convenience sampling with 385 Generation Z e-commerce users in Karawang Regency, determined using the Cochran formula. The instruments used were the Impulsive Buying Tendency Scale (IBTS), Hedonic Lifestyle Scale, and Scarcity Scale. The partial test results showed that hedonic lifestyle had a significant positive effect on impulsive buying (Sig. 0.000; p<0.05), and scarcity also had a significant positive effect (Sig. 0.000; p<0.05). The simultaneous test results showed that hedonic lifestyle and scarcity together significantly affected impulsive buying, with an F value of 292.846 (Sig. 0.000; p<0.05). The R Square of 0.605 indicated that both variables contributed 60.5% to impulsive buying. This study showed that a hedonic lifestyle was more dominant in influencing impulsive buying among Generation Z e-commerce users in Karawang Regency.]]>
