Lipstick Effect Gen Z: Hubungan Tiktok Exposure Dan Ewom Terhadap Konsumsi
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Abstract
Penelitian ini mengkaji lipstick effect pada perempuan Generasi Z di Kabupaten Sikka dengan membedakan dimensi emosional dan konsumsi serta menganalisis keterkaitannya dengan electronic word of mouth (e-WOM) dan TikTok exposure. Penelitian kuantitatif dilakukan terhadap 130 responden dengan purposive sampling. Data dianalisis menggunakan statistik deskriptif, korelasi Pearson, dan regresi berganda. Hasil menunjukkan bahwa self-reward motivation (4,08) dan emotional gratification (4,02) merupakan dimensi paling dominan, sedangkan consumption prioritization terendah (2,98). TikTok exposure berhubungan signifikan dengan seluruh dimensi lipstick effect, sementara e-WOM hanya signifikan pada emotional gratification dan self-reward motivation. Secara keseluruhan, TikTok exposure memiliki hubungan lebih kuat dengan lipstick effect (r=0,676) dibandingkan e-WOM (r=0,567). Temuan ini menunjukkan bahwa lipstick effect lebih menonjol sebagai fungsi emosional konsumsi daripada perilaku konsumtif. Temuan ini memberikan implikasi strategis bagi pelaku industri kecantikan untuk memformulasikan strategi pemasaran digital berbasis pendekatan psikologis dan nilai pemenuhan emosional
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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
Besli, E., Lamanepa, A. M. P., & Sami’un, D. C. (2026). Lipstick Effect Gen Z: Hubungan Tiktok Exposure Dan Ewom Terhadap Konsumsi . Jurnal E-Bis, 10(2), 960-975. https://doi.org/10.37339/e-bis.v10i2.3528
References
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Ahn, Y., & Lee, J. (2024). The Impact of Online Reviews on Consumers’ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal. Journal of Theoretical and Applied Electronic Commerce Research , 19(2), 1060–1078. https://doi.org/10.3390/jtaer19020055
Alozian, M., & Shatila, K. (2023). The Impact of Lipstick Effect on Purchasing Intention: The Case of The Lebanese Cosmetics Industry. The EUrASEANs: Journal on Global Socio-Economic Dynamics, 3(40). https://doi.org/10.35678/2539-5645.3(40).2023.57-67
Arbia, M. Ben, Ertz, M., Horrich, A., & Bouzaabia, O. (2025). Influencing Beauty Perceptions: Role of TikTok Influencer Information Adoption in Shaping Consumer Views of Cosmetic Product Quality. Administrative Sciences, 15(8), 1–19. https://doi.org/10.3390/admsci15080294
Ariyanti, W., Febriyani, A., Umniyyah, A. E., Safriansyah, Rifatin, L., & Hertimi, S. (2021). Pengaruh Media Sosial terhadap Pola Komunikasi Generasi Z. Jurnal Komunikasi Sosial Digital, 6(2), 33499–33510.
Badan Pusat Statistik Kabupaten Sikka. (2025). Jumlah Penduduk Menurut Kelompok Umur. https://sikkakab.bps.go.id/id/statistics-table/2/MTE4IzI=/population-by-age-group.html
Bahl, A., Garza, H. D. La, Lam, C., & Vashi, N. A. (2022). The Lipstick Effect During COVID-19 Lockdown. Clinics in Dermatology, 40(January).
Baker, M. J., & Hashimoto, B. (2024). Expression of Customer (Dis)satisfaction in Online Restaurant Reviews: The Relationship Between Adversative Connective Constructions and Star Ratings. International Journal of Business Communication, 61(1). https://doi.org/10.1177/23294884231200245
Barbosa, R. L. C., & Rincon, A. G. (2022). Art workers in Colombia: Characteristics, symbolic consumption and social identity. European Research on Management and Business Economics, 28(2). https://doi.org/10.1016/j.iedeen.2021.100180
Besli, E., Lamanepa, A. M. P., & Aprilianti, A. P. (2026). Testing the Lipstick Effect: An Experimental Study of Women’s Lifestyle and Financial Resilience in Maumere. Dinasti International Journal of Economics, Finance & Accounting, 6(6), 5906–5917. https://doi.org/10.38035/dijefa.v6i6.5887
Bouchra, D., & Hasnaa, G. (2020). Content marketing and website users engagement: The impact of relevant content on the web on user engagement behaviors. Periodicals of Engineering and Natural Sciences, 8(3), 1860–1872. https://doi.org/10.21533/pen.v8i3.1642
Brivio, F., Viganò, A., Paterna, A., Palena, N., & Greco, A. (2023). Narrative Review and Analysis of the Use of “Lifestyle” in Health Psychology. International Journal of Environmental Research and Public Health, 20(5). https://doi.org/10.3390/ijerph20054427
Chen, C., Li, D., Qian, J., & Li, Z. (2024). The Impact of Green Purchase Intention on Compensatory Consumption: The Regulatory Role of Pro-Environmental Behavior. Sustainability (Switzerland), 16(18), 1–23. https://doi.org/10.3390/su16188183
Consiglio, I., & van Osselaer, S. M. J. (2022). The effects of consumption on self-esteem. Current Opinion in Psychology, 46, 101341. https://doi.org/10.1016/j.copsyc.2022.101341
Ghoshal, R., & Job, A. J. (2022). Lipstick in the Time of Corona: Psychosocial Musings. Artha - Journal of Social Sciences, 21(2). https://doi.org/10.12724/ajss.61.0
Grabowska, J., Jaciow, M., & Strzelecki, A. (2025). The impact of TikTok on consumers’ purchase intentions. Journal of Economics and Management (Poland), 47(1), 385–412. https://doi.org/10.22367/jem.2025.47.15
Hanaysha, J. R., Ramadan, H. I., & Alhyasat, K. M. K. (2025). Exploring the impact of customer reviews, website quality, perceived service quality, and product assortment on online purchase intention: The mediating role of trust. Telematics and Informatics Reports, 19(August). https://doi.org/10.1016/j.teler.2025.100236
He, C., Shi, L., Gao, Z., & House, L. (2020). The impact of customer ratings on consumer choice of fresh produce: A stated preference experiment approach. Canadian Journal of Agricultural Economics, 68(3). https://doi.org/10.1111/cjag.12222
HP, A., Ximenes, L., Amin, S., & Indra, D. (2023). Consumer Behavior In Purchasing On The Tik Tok Shop Marketplace. Proceeding International Conference on Economics, Business and Information Technology (ICEBIT), 4. https://doi.org/10.31967/prmandala.v4i0.810
Ibrahim, M. M., & Mamdouh, H. A. (2025). The impact of Online Customer Reviews (OCRs) on Consumer Purchasing Decision. Arab Journal of Administration, 45(2). https://doi.org/10.21608/aja.2022.130150.1225
Kalender, G. I. (2021). The Symbol of Cosmetic Products as Social Distinction and the False Needs of Shopping for Cosmetics at Department Stores Aroused by Women’s Magazines. Advances in Journalism and Communication, 09(01). https://doi.org/10.4236/ajc.2021.91001
Le, M. T. H., Thi Thao, V. N., Le Huynh Huu, A., Nguyen Tuan, H., Nguyen Ngoc Thanh, N., & Thi Hong, V. N. (2024). Establish Trust With Electronic Word-of-Mouth to Improve Brand Equity. SAGE Open, 14(4), 1–17. https://doi.org/10.1177/21582440241292815
MacDonald, D., & Dildar, Y. (2020). Social and psychological determinants of consumption: Evidence for the lipstick effect during the Great Recession. Journal of Behavioral and Experimental Economics , 86. https://doi.org/10.1016/j.socec.2020.101527
Malau, H. B. A., & Asriwandari, H. (2025). Perilaku Konsumtif Dalam Menggunakan Produk Skincare Pelajar Jurusan Kecantikan SMK Negeri 3 Pekanbaru. Jurnal Ilmiah Wahana Pendidikan, 11(10), 175–189.
Maney, K. L., & Mathews, S. (2021). A Study of the Impact of Lifestyle on Consumer Purchase Decision of Young Indians. AIMS International Journal of Management, 15(2). https://doi.org/10.26573/2021.15.2.2
Maula, L. N., & Ulya, L. L. (2023). Pengaruh Intensitas Penggunaan Media Sosial terhadap Impulse Buying. JEMSI: Jurnal Ekonomi Manajemen Sistem Informasi, 6(6). https://doi.org/10.54371/jiip.v6i12.3309
Ngo, T. T. A., Nguyen, H. L. T., Mai, H. T. A., & Nguyen, H. P. (2025). Key determinants of online impulse buying behavior: A study from TikTok Shop users in Vietnam. Acta Psychologica, 260(September), 105593. https://doi.org/10.1016/j.actpsy.2025.105593
Oetarjo, M., Rohim, D. A. G., Firdaus, V., & Togayev, S. S. (2023). Online Reviews and Ratings Shape Purchasing Decisions in Indonesian E-Commerce. Proceedings of the International Conference on Intellectuals’ Global Responsibility. https://doi.org/10.2991/978-2-38476-052-7_61
Rawangngam, N., Pongsakornrungsilp, S., Pongsakornrungsilp, P., Pongsakornrungsilp, P., & Moghadas, S. (2025). TikTok Marketing Strategies and Consumer Response: A Structural Equation Modeling Study on Purchase Intention in Thailand. Journal of Theoretical and Applied Electronic Commerce Research , 20(4), 1–21. https://doi.org/10.3390/jtaer20040319
Saputra, P. A., & Rahanatha, G. B. (2025). Pengaruh WOM Terhadap Niat Beli Konsumen dengan Brand Image Sebagai Variabel Mediasi. Buletin Studi Ekonomi, 30(02), 213–227. https://doi.org/https://doi.org/10.24843/BSE.2025.v30.i02.p08
Šostar, M., & Ristanović, V. (2023). Assessment of Influencing Factors on Consumer Behavior Using the AHP Model. Sustainability (Switzerland), 15(13). https://doi.org/10.3390/su151310341
Stavraki, G., Anninou, I., Pitardi, V., & Plakoyiannaki, E. (2025). Emotions and consumption experiences: an interplay of emotional states and consumer identity. In European Journal of Marketing (Vol. 59, Issue 13). https://doi.org/10.1108/EJM-02-2023-0129
Sudaryanto, S., Hanim, A., Rosediana Dewi, I., Kartikasari, A. D., & Rusdiyanto, R. (2025). The mediating effect of customer trust of E-WOM and online customer reviews impacting purchase decision of household electronic products at a marketplace: evidence from Indonesia. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2025.2503093
Wang, Y. F., & Wang, K. H. (2024). Will Public Health Emergencies Affect Compensatory Consumption Behavior? Evidence from Emotional Eating Perspective. Foods, 13(22), 1–17. https://doi.org/10.3390/foods13223571
Weiger, W. H., Giertz, J. N., Hammerschmidt, M., & Hollebeek, L. D. (2025). Blurred lines? Disentangling the roles of consumers’ influencer- and brand engagement in shaping brand performance. Journal of Business Research, 194(April), 115280. https://doi.org/10.1016/j.jbusres.2025.115280
Widodo, T., Hadinda, A., & Salamah, M. P. (2023). The Effect of E-wom on Purchase Intention Mediated by Information Usefulness and Information Adoption (A Study on Skintific Products). Quantitative Economics and Management Studies, 4(4).
Wu, Q. M. (2024). The Influence of Online Reviews on the Purchasing Decisions of Travel Consumers. Sustainability, 16(8). https://doi.org/10.3390/su16083213
Zhang, Q., Wang, Y., & Ariffin, S. K. (2024). Consumers purchase intention in livestreaming e-commerce: A consumption value perspective and the role of streamer popularity. PLoS ONE, 19(2 February). https://doi.org/10.1371/journal.pone.0296339
Zhao, N., Sun, Y., Shi, M., & Chen, Y. (2025). The impact of emotion valence and scarcity on the price-quality effect. Scientific Reports, 15(1), 1–10. https://doi.org/10.1038/s41598-025-97263-1
Zhao, Y., Jin, X., Zhao, T., & Li, J. (2023). Escape from self: Stress increase consumers’ preference for experiences over material possessions. Frontiers in Public Health, 10. https://doi.org/10.3389/fpubh.2022.1070947
Zhong, B., Deng, J., & Liu, X. (2025). Analyzing the influence of TikTok on sustainable choices: the moderating role of environmental consciousness. Acta Psychologica, 258(April), 105182. https://doi.org/10.1016/j.actpsy.2025.105182
Ahn, Y., & Lee, J. (2024). The Impact of Online Reviews on Consumers’ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal. Journal of Theoretical and Applied Electronic Commerce Research , 19(2), 1060–1078. https://doi.org/10.3390/jtaer19020055
Alozian, M., & Shatila, K. (2023). The Impact of Lipstick Effect on Purchasing Intention: The Case of The Lebanese Cosmetics Industry. The EUrASEANs: Journal on Global Socio-Economic Dynamics, 3(40). https://doi.org/10.35678/2539-5645.3(40).2023.57-67
Arbia, M. Ben, Ertz, M., Horrich, A., & Bouzaabia, O. (2025). Influencing Beauty Perceptions: Role of TikTok Influencer Information Adoption in Shaping Consumer Views of Cosmetic Product Quality. Administrative Sciences, 15(8), 1–19. https://doi.org/10.3390/admsci15080294
Ariyanti, W., Febriyani, A., Umniyyah, A. E., Safriansyah, Rifatin, L., & Hertimi, S. (2021). Pengaruh Media Sosial terhadap Pola Komunikasi Generasi Z. Jurnal Komunikasi Sosial Digital, 6(2), 33499–33510.
Badan Pusat Statistik Kabupaten Sikka. (2025). Jumlah Penduduk Menurut Kelompok Umur. https://sikkakab.bps.go.id/id/statistics-table/2/MTE4IzI=/population-by-age-group.html
Bahl, A., Garza, H. D. La, Lam, C., & Vashi, N. A. (2022). The Lipstick Effect During COVID-19 Lockdown. Clinics in Dermatology, 40(January).
Baker, M. J., & Hashimoto, B. (2024). Expression of Customer (Dis)satisfaction in Online Restaurant Reviews: The Relationship Between Adversative Connective Constructions and Star Ratings. International Journal of Business Communication, 61(1). https://doi.org/10.1177/23294884231200245
Barbosa, R. L. C., & Rincon, A. G. (2022). Art workers in Colombia: Characteristics, symbolic consumption and social identity. European Research on Management and Business Economics, 28(2). https://doi.org/10.1016/j.iedeen.2021.100180
Besli, E., Lamanepa, A. M. P., & Aprilianti, A. P. (2026). Testing the Lipstick Effect: An Experimental Study of Women’s Lifestyle and Financial Resilience in Maumere. Dinasti International Journal of Economics, Finance & Accounting, 6(6), 5906–5917. https://doi.org/10.38035/dijefa.v6i6.5887
Bouchra, D., & Hasnaa, G. (2020). Content marketing and website users engagement: The impact of relevant content on the web on user engagement behaviors. Periodicals of Engineering and Natural Sciences, 8(3), 1860–1872. https://doi.org/10.21533/pen.v8i3.1642
Brivio, F., Viganò, A., Paterna, A., Palena, N., & Greco, A. (2023). Narrative Review and Analysis of the Use of “Lifestyle” in Health Psychology. International Journal of Environmental Research and Public Health, 20(5). https://doi.org/10.3390/ijerph20054427
Chen, C., Li, D., Qian, J., & Li, Z. (2024). The Impact of Green Purchase Intention on Compensatory Consumption: The Regulatory Role of Pro-Environmental Behavior. Sustainability (Switzerland), 16(18), 1–23. https://doi.org/10.3390/su16188183
Consiglio, I., & van Osselaer, S. M. J. (2022). The effects of consumption on self-esteem. Current Opinion in Psychology, 46, 101341. https://doi.org/10.1016/j.copsyc.2022.101341
Ghoshal, R., & Job, A. J. (2022). Lipstick in the Time of Corona: Psychosocial Musings. Artha - Journal of Social Sciences, 21(2). https://doi.org/10.12724/ajss.61.0
Grabowska, J., Jaciow, M., & Strzelecki, A. (2025). The impact of TikTok on consumers’ purchase intentions. Journal of Economics and Management (Poland), 47(1), 385–412. https://doi.org/10.22367/jem.2025.47.15
Hanaysha, J. R., Ramadan, H. I., & Alhyasat, K. M. K. (2025). Exploring the impact of customer reviews, website quality, perceived service quality, and product assortment on online purchase intention: The mediating role of trust. Telematics and Informatics Reports, 19(August). https://doi.org/10.1016/j.teler.2025.100236
He, C., Shi, L., Gao, Z., & House, L. (2020). The impact of customer ratings on consumer choice of fresh produce: A stated preference experiment approach. Canadian Journal of Agricultural Economics, 68(3). https://doi.org/10.1111/cjag.12222
HP, A., Ximenes, L., Amin, S., & Indra, D. (2023). Consumer Behavior In Purchasing On The Tik Tok Shop Marketplace. Proceeding International Conference on Economics, Business and Information Technology (ICEBIT), 4. https://doi.org/10.31967/prmandala.v4i0.810
Ibrahim, M. M., & Mamdouh, H. A. (2025). The impact of Online Customer Reviews (OCRs) on Consumer Purchasing Decision. Arab Journal of Administration, 45(2). https://doi.org/10.21608/aja.2022.130150.1225
Kalender, G. I. (2021). The Symbol of Cosmetic Products as Social Distinction and the False Needs of Shopping for Cosmetics at Department Stores Aroused by Women’s Magazines. Advances in Journalism and Communication, 09(01). https://doi.org/10.4236/ajc.2021.91001
Le, M. T. H., Thi Thao, V. N., Le Huynh Huu, A., Nguyen Tuan, H., Nguyen Ngoc Thanh, N., & Thi Hong, V. N. (2024). Establish Trust With Electronic Word-of-Mouth to Improve Brand Equity. SAGE Open, 14(4), 1–17. https://doi.org/10.1177/21582440241292815
MacDonald, D., & Dildar, Y. (2020). Social and psychological determinants of consumption: Evidence for the lipstick effect during the Great Recession. Journal of Behavioral and Experimental Economics , 86. https://doi.org/10.1016/j.socec.2020.101527
Malau, H. B. A., & Asriwandari, H. (2025). Perilaku Konsumtif Dalam Menggunakan Produk Skincare Pelajar Jurusan Kecantikan SMK Negeri 3 Pekanbaru. Jurnal Ilmiah Wahana Pendidikan, 11(10), 175–189.
Maney, K. L., & Mathews, S. (2021). A Study of the Impact of Lifestyle on Consumer Purchase Decision of Young Indians. AIMS International Journal of Management, 15(2). https://doi.org/10.26573/2021.15.2.2
Maula, L. N., & Ulya, L. L. (2023). Pengaruh Intensitas Penggunaan Media Sosial terhadap Impulse Buying. JEMSI: Jurnal Ekonomi Manajemen Sistem Informasi, 6(6). https://doi.org/10.54371/jiip.v6i12.3309
Ngo, T. T. A., Nguyen, H. L. T., Mai, H. T. A., & Nguyen, H. P. (2025). Key determinants of online impulse buying behavior: A study from TikTok Shop users in Vietnam. Acta Psychologica, 260(September), 105593. https://doi.org/10.1016/j.actpsy.2025.105593
Oetarjo, M., Rohim, D. A. G., Firdaus, V., & Togayev, S. S. (2023). Online Reviews and Ratings Shape Purchasing Decisions in Indonesian E-Commerce. Proceedings of the International Conference on Intellectuals’ Global Responsibility. https://doi.org/10.2991/978-2-38476-052-7_61
Rawangngam, N., Pongsakornrungsilp, S., Pongsakornrungsilp, P., Pongsakornrungsilp, P., & Moghadas, S. (2025). TikTok Marketing Strategies and Consumer Response: A Structural Equation Modeling Study on Purchase Intention in Thailand. Journal of Theoretical and Applied Electronic Commerce Research , 20(4), 1–21. https://doi.org/10.3390/jtaer20040319
Saputra, P. A., & Rahanatha, G. B. (2025). Pengaruh WOM Terhadap Niat Beli Konsumen dengan Brand Image Sebagai Variabel Mediasi. Buletin Studi Ekonomi, 30(02), 213–227. https://doi.org/https://doi.org/10.24843/BSE.2025.v30.i02.p08
Šostar, M., & Ristanović, V. (2023). Assessment of Influencing Factors on Consumer Behavior Using the AHP Model. Sustainability (Switzerland), 15(13). https://doi.org/10.3390/su151310341
Stavraki, G., Anninou, I., Pitardi, V., & Plakoyiannaki, E. (2025). Emotions and consumption experiences: an interplay of emotional states and consumer identity. In European Journal of Marketing (Vol. 59, Issue 13). https://doi.org/10.1108/EJM-02-2023-0129
Sudaryanto, S., Hanim, A., Rosediana Dewi, I., Kartikasari, A. D., & Rusdiyanto, R. (2025). The mediating effect of customer trust of E-WOM and online customer reviews impacting purchase decision of household electronic products at a marketplace: evidence from Indonesia. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2025.2503093
Wang, Y. F., & Wang, K. H. (2024). Will Public Health Emergencies Affect Compensatory Consumption Behavior? Evidence from Emotional Eating Perspective. Foods, 13(22), 1–17. https://doi.org/10.3390/foods13223571
Weiger, W. H., Giertz, J. N., Hammerschmidt, M., & Hollebeek, L. D. (2025). Blurred lines? Disentangling the roles of consumers’ influencer- and brand engagement in shaping brand performance. Journal of Business Research, 194(April), 115280. https://doi.org/10.1016/j.jbusres.2025.115280
Widodo, T., Hadinda, A., & Salamah, M. P. (2023). The Effect of E-wom on Purchase Intention Mediated by Information Usefulness and Information Adoption (A Study on Skintific Products). Quantitative Economics and Management Studies, 4(4).
Wu, Q. M. (2024). The Influence of Online Reviews on the Purchasing Decisions of Travel Consumers. Sustainability, 16(8). https://doi.org/10.3390/su16083213
Zhang, Q., Wang, Y., & Ariffin, S. K. (2024). Consumers purchase intention in livestreaming e-commerce: A consumption value perspective and the role of streamer popularity. PLoS ONE, 19(2 February). https://doi.org/10.1371/journal.pone.0296339
Zhao, N., Sun, Y., Shi, M., & Chen, Y. (2025). The impact of emotion valence and scarcity on the price-quality effect. Scientific Reports, 15(1), 1–10. https://doi.org/10.1038/s41598-025-97263-1
Zhao, Y., Jin, X., Zhao, T., & Li, J. (2023). Escape from self: Stress increase consumers’ preference for experiences over material possessions. Frontiers in Public Health, 10. https://doi.org/10.3389/fpubh.2022.1070947
Zhong, B., Deng, J., & Liu, X. (2025). Analyzing the influence of TikTok on sustainable choices: the moderating role of environmental consciousness. Acta Psychologica, 258(April), 105182. https://doi.org/10.1016/j.actpsy.2025.105182