Drivers of Impulsive Buying Behavior for Jiniso Brand Consumers
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Jun 3, 2026
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Abstract
Jiniso is a local jeans brand that has experienced sales growth over the past six years, as evidenced by its sales data. Shopee is one of the promotional marketplaces used by Jiniso in offering various promotions. Jiniso's promotions through Shopee that utilize changing trends often trigger impulsive buying, so it is important to understand the factors that influence impulsive buying behavior. This study aims to examine and analyze the partial effects of Fear of Missing Out (FOMO), Shopping Lifestyle, and Fashion Involvement on impulsive buying behavior toward the Jiniso brand on the Shopee marketplace. The sample used was 100 respondents with a purposive sampling method. The data analysis technique used quantitative with multiple linear regression tests and SPSS 20 software. The results showed that the variables of FOMO, Shopping Lifestyle, and Fashion Involvement partially have a positive and significant effect on impulsive buying, with a contribution of 71,7%
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Agustina , N., & Handayani, W. P. P. (2026). Drivers of Impulsive Buying Behavior for Jiniso Brand Consumers. Jurnal E-Bis, 10(1), 81-94. https://doi.org/10.37339/e-bis.v10i1.2826
References
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Dewanata, P. H., & Sidanti, H. (2024). Pengaruh Fear of Missing Out (FOMO), Perilaku Konsumtif Dan Lifestyle (Gaya Hidup) Terhadap Impulse Buying Marketplace Shopee Studi Kasus Mahasiswa Manajemen di Universitas PGRI Madiun.
Djamhari, S. I., Mustika, M. D., Sjabadhyni, B., & Ndaru, A. R. P. (2024). Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2419484
Engel, James. F., Blackwell, R.D., dan Miniard, P. W. (2008). Perilaku Konsumen (6th ed.). Binarupa Aksara.
Ernestivita, Gesty, B. &, & Suhermin. (2023). Seni Digital Marketing Untuk Meningkatkan Pembelian Impulsif Dan Compulsif (Vol. 17). Media Sains Indonesia.
Hartini Pratiwi Pane, Syahrika Luthfi, Ismail Napitupulu, Syafrizal Helmi Situmorang, & Beby Karina Fawzeea Sembiring. (2024). The Psychological Pull of FoMO in Consumer Behavior: a Literature Review. International Journal of Economics and Management Sciences, 1(4), 402–418. https://doi.org/10.61132/ijems.v1i4.373
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Lestari, D. P., & Widjanarko, W. (2023). Pengaruh Citra Merek, Persepsi Harga Dan E-Word of Mouth Terhadap Keputusan Pembelian Produk Fashion Jiniso.Id Di Marketplace Shopee. Jurnal Economina, 2(3), 753–765. https://doi.org/10.55681/economina.v2i3.398.
Mainun, I. A. M., & Azizah, N. (2024). Pengaruh Fomo Marketing dan Sales Promotion Terhadap Online Impulsive Buyingdengan Mediasi Retargeted Advertisements(Studi Pada Mahasiswa FISIP UPN “Veteran” Jawa Timur). Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 10, 2220–2228.
Muhammad Rizki Maulana Putra, M. Alimul Kabir Albant, Laeli Novita Sari, & Vicky F Sanjaya. (2020). Pengaruh Promosi, Fashion Involvement, Dan Shopping Life Style, Dan Impulse Buying Di E-Commerce Shopee. Revenue : Jurnal Ekonomi Pembangunan Dan Ekonomi Islam, 3(02), 21–29. https://doi.org/10.56998/jr.v3i02.16
Muharam, G. M., Sulistiya, D., Sari, N., Fahmy, Z., & Zikrinawati, K. (2023). Experimental Student Experiences The Effect of Fear of Missing Out (FoMO) and Peer Conformity on Impulsive Buying in Semarang City Students (Study on TikTok Shop Consumers). Jurnal Sunan Doe, 1(8), 2985–3877. https://jurnal.institutsunandoe.ac.id/index.php/ESE
Najri Aziz, Randikaparsa, I., & Rahayu, T. S. M. (2025). The Influence of Fear of Missing Out, Hedonic Shopping Motivation, and Flash Sales on Impulsive Buying during Shopee’s Twin Date Promo Event (A Study on Students of Muhammadiyah University Purwokerto). Asian Journal of Management Analytics, 4(1), 321–338. https://doi.org/10.55927/ajma.v4i1.13582
Nur Safitri, P. I., Pakarti, P., Farida, I., & Sartika, M. (2025). Peran Positive Emotion Dalam Fashion Involvement Dan Sales Promotion Terhadap Impulse Buying Jiniso Di Shopee. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2801–2822. https://doi.org/10.31955/mea.v9i1.5489
Pramestya, N., & Widagda, I. J. A. (2020). The role of positive emotion mediates fashion involvement on impulse buying. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(9), 1–8.
Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Ratnaningsih, Y. R., & Halidy, A. El. (2022). Pengaruh FOMO, Kesenangan Berbelanja Dan Motivasi Belanja Hedonis Terhadap Keputusan Pembelian Tidak Terencana di E-Commerce Shopee Pada Waktu Harbolnas. Jurnal Ekonomi Dan Bisnis, 11(3), 1477–1487.
Soelton, M., Ramli, Y., Wahyono, T., Saratian, E. T. P., Oktaviar, C., & Mujadid, M. (2021). The Impact of Impulse Buying on Retail Markets in Indonesia. Journal of Asian Finance, Economics and Business, 8(3), 575–584. https://doi.org/10.13106/jafeb.2021.vol8.no3.0575
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, R&D. Alfabeta.
Tjiptono, F. (2015). Strategi Pemasaran. Andy Offset.
Urmila, R. (2022). Pengaruh Shopping Life Style Dan Fashion Involvement Terhadap Perilaku Impulse Buying Karyawan Menengah Ke Atas Dki Jakarta. Jurnal Manajemen Bisnis Dan Organisasi, 1(2), 127–142. https://doi.org/10.58290/jmbo.v1i2.30
Utama, D. H., Alif, A. L. F., & Rahayu, A. (2021). Pengaruh Fashion Involvement Terhadap Impulse Buying (Survei pada Konsumen Fashion Berbasis Online Zalora). Journal of Business Management Education |, 6(2), 71–77.
Utami, C. W. (2018). Manajemen Ritel (3rd ed.). Salemba Empat.
Yulinda, A. T., Rahmawati, R., & Sahputra, H. (2022). Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying (Studi Kasus Pada Konsumen Toko Mantan Karyawan Kota Bengkulu). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(2), 1315–1326. https://doi.org/10.37676/ekombis.v10i2.2456
Yuniarti, Y., Tan, M. I., Siregar, A. P., & Amri, A. I. S. (2021). Faktor Yang Mempengaruhi Impulse Buying Konsumen Saat Moment Hari Belanja Online Nasional (Harbolnas). Jurnal Manajemen Terapan Dan Keuangan, 10(01), 153–159. https://doi.org/10.22437/jmk.v10i01.12711
Amanda, S. Y., Alimbel, F., & Surur, M. (2024). Pengaruh Social Media, Shopping Lifestyle, Dan Customer Experience Terhadap Perilaku Impulse Buying Gen Z Melalui E-Commerce. Jurnal Rumpun Manajemen Dan Ekonomi, 1(2), 171–180. https://doi.org/10.61722/jrme.v1i2.1262
Astuti, N. A., & Pratiwi, A. (2024). Pengaruh FOMO ( Fear of Missing Out ) , Shopping Lifestyle , dan Positive Emotion Terhadap Impulse Buying ( Survey pada Mahasiswa Konsumen E-commerce Shopee di Universitas Slamet Riyadi Surakarta ). Jurnal Ekonomi Dan Manajemen, 2(1), 540–562.
Asyifa, H. A., Hidayah, K., & Haryanto, H. C. (2024). Pengaruh Fear Of Missing Out (FOMO) Terhadap Pembelian Impulsif Online Food Delivery Pada Generasi Z. Jurnal Consulenza:Jurnal Bimbingan Konseling Dan Psikologi, 7(2), 44–56. http://ejurnal.uij.ac.id/index.php/CONS
Aulia, D., & Zaini, M. (2023). Pengaruh Sales Promotion, Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap Impulsive Buying Pada E-Commerce Tiktok Shop. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 961–977. https://doi.org/10.31955/mea.v7i3.3462
Dewanata, P. H., & Sidanti, H. (2024). Pengaruh Fear of Missing Out (FOMO), Perilaku Konsumtif Dan Lifestyle (Gaya Hidup) Terhadap Impulse Buying Marketplace Shopee Studi Kasus Mahasiswa Manajemen di Universitas PGRI Madiun.
Djamhari, S. I., Mustika, M. D., Sjabadhyni, B., & Ndaru, A. R. P. (2024). Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2419484
Engel, James. F., Blackwell, R.D., dan Miniard, P. W. (2008). Perilaku Konsumen (6th ed.). Binarupa Aksara.
Ernestivita, Gesty, B. &, & Suhermin. (2023). Seni Digital Marketing Untuk Meningkatkan Pembelian Impulsif Dan Compulsif (Vol. 17). Media Sains Indonesia.
Hartini Pratiwi Pane, Syahrika Luthfi, Ismail Napitupulu, Syafrizal Helmi Situmorang, & Beby Karina Fawzeea Sembiring. (2024). The Psychological Pull of FoMO in Consumer Behavior: a Literature Review. International Journal of Economics and Management Sciences, 1(4), 402–418. https://doi.org/10.61132/ijems.v1i4.373
Irza, Novia Aishwarya. Hasman, H. C. P. (2023). Pengaruh Fomo Terhadap Impulse Buying Saat Live Streaming pada Pengguna Shopee di Kota Medan. Jurnal Ilmiah Wahana Pendidikan, 10(23), 496–509.
Khoiriyyah, Affidatul & Supriyanto, Y. (2022). Pengaruh Shopping Lifestyle, Discount, Dan Fashion Involvement Terhadap Impulsive Buying Pada Konsumen Marketplace Shopee (Studi Kasus Mahasiswa Prodi Pe Unirow Tuban). Prosiding Seminar Nasional Penelitian Dan Pengabdian Masyarakat, 7(1), 319–327. http://prosiding.unirow.ac.id/index.php/SNasPPM
Kotler, P., & Keller, K. L. (2016). Marketing Management Global Edition (Vol. 15E). https://doi.org/10.1080/08911760903022556
Kumaat, J., Ratar, M., & Pangemanan, J. (2024). Pengaruh Fashion Involvement Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Mediasi Pada H&M Manado. 2(2), 163–169.
Lestari, D. P., & Widjanarko, W. (2023). Pengaruh Citra Merek, Persepsi Harga Dan E-Word of Mouth Terhadap Keputusan Pembelian Produk Fashion Jiniso.Id Di Marketplace Shopee. Jurnal Economina, 2(3), 753–765. https://doi.org/10.55681/economina.v2i3.398.
Mainun, I. A. M., & Azizah, N. (2024). Pengaruh Fomo Marketing dan Sales Promotion Terhadap Online Impulsive Buyingdengan Mediasi Retargeted Advertisements(Studi Pada Mahasiswa FISIP UPN “Veteran” Jawa Timur). Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 10, 2220–2228.
Muhammad Rizki Maulana Putra, M. Alimul Kabir Albant, Laeli Novita Sari, & Vicky F Sanjaya. (2020). Pengaruh Promosi, Fashion Involvement, Dan Shopping Life Style, Dan Impulse Buying Di E-Commerce Shopee. Revenue : Jurnal Ekonomi Pembangunan Dan Ekonomi Islam, 3(02), 21–29. https://doi.org/10.56998/jr.v3i02.16
Muharam, G. M., Sulistiya, D., Sari, N., Fahmy, Z., & Zikrinawati, K. (2023). Experimental Student Experiences The Effect of Fear of Missing Out (FoMO) and Peer Conformity on Impulsive Buying in Semarang City Students (Study on TikTok Shop Consumers). Jurnal Sunan Doe, 1(8), 2985–3877. https://jurnal.institutsunandoe.ac.id/index.php/ESE
Najri Aziz, Randikaparsa, I., & Rahayu, T. S. M. (2025). The Influence of Fear of Missing Out, Hedonic Shopping Motivation, and Flash Sales on Impulsive Buying during Shopee’s Twin Date Promo Event (A Study on Students of Muhammadiyah University Purwokerto). Asian Journal of Management Analytics, 4(1), 321–338. https://doi.org/10.55927/ajma.v4i1.13582
Nur Safitri, P. I., Pakarti, P., Farida, I., & Sartika, M. (2025). Peran Positive Emotion Dalam Fashion Involvement Dan Sales Promotion Terhadap Impulse Buying Jiniso Di Shopee. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2801–2822. https://doi.org/10.31955/mea.v9i1.5489
Pramestya, N., & Widagda, I. J. A. (2020). The role of positive emotion mediates fashion involvement on impulse buying. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(9), 1–8.
Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Ratnaningsih, Y. R., & Halidy, A. El. (2022). Pengaruh FOMO, Kesenangan Berbelanja Dan Motivasi Belanja Hedonis Terhadap Keputusan Pembelian Tidak Terencana di E-Commerce Shopee Pada Waktu Harbolnas. Jurnal Ekonomi Dan Bisnis, 11(3), 1477–1487.
Soelton, M., Ramli, Y., Wahyono, T., Saratian, E. T. P., Oktaviar, C., & Mujadid, M. (2021). The Impact of Impulse Buying on Retail Markets in Indonesia. Journal of Asian Finance, Economics and Business, 8(3), 575–584. https://doi.org/10.13106/jafeb.2021.vol8.no3.0575
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, R&D. Alfabeta.
Tjiptono, F. (2015). Strategi Pemasaran. Andy Offset.
Urmila, R. (2022). Pengaruh Shopping Life Style Dan Fashion Involvement Terhadap Perilaku Impulse Buying Karyawan Menengah Ke Atas Dki Jakarta. Jurnal Manajemen Bisnis Dan Organisasi, 1(2), 127–142. https://doi.org/10.58290/jmbo.v1i2.30
Utama, D. H., Alif, A. L. F., & Rahayu, A. (2021). Pengaruh Fashion Involvement Terhadap Impulse Buying (Survei pada Konsumen Fashion Berbasis Online Zalora). Journal of Business Management Education |, 6(2), 71–77.
Utami, C. W. (2018). Manajemen Ritel (3rd ed.). Salemba Empat.
Yulinda, A. T., Rahmawati, R., & Sahputra, H. (2022). Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying (Studi Kasus Pada Konsumen Toko Mantan Karyawan Kota Bengkulu). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(2), 1315–1326. https://doi.org/10.37676/ekombis.v10i2.2456
Yuniarti, Y., Tan, M. I., Siregar, A. P., & Amri, A. I. S. (2021). Faktor Yang Mempengaruhi Impulse Buying Konsumen Saat Moment Hari Belanja Online Nasional (Harbolnas). Jurnal Manajemen Terapan Dan Keuangan, 10(01), 153–159. https://doi.org/10.22437/jmk.v10i01.12711