The Relationship Between Emotional Regulation and Social Presence on Impulsive Buying Behavior in Gen Z

Yan Tamara Rosyida; IGAA Noviekayati; Dyan Evita Santi

doi:10.55927/mudima.v6i4.33

Authors

Yan Tamara Rosyida University of 17 August 1945 Surabaya
IGAA Noviekayati University of 17 August 1945 Surabaya
Dyan Evita Santi University of 17 August 1945 Surabaya

DOI:

https://doi.org/10.55927/mudima.v6i4.33

Keywords:

Impulsive Buying, Emotional Regulation, Social Presence, Gen Z

Abstract

This study aims to analyze the relationship between emotional regulation and Social Presence on Impulsive Buying behavior among Gen Z. This correlational study involved 121 randomly selected Gen Z participants in Surabaya. Data were collected via a questionnaire measuring levels of emotional regulation, Social Presence, and Impulsive Buying. The results indicate a highly significant simultaneous relationship between emotional regulation and Social Presence on Impulsive Buying (F = 12.480, p = 0.00; p<0.01), a highly significant negative relationship between emotional regulation and impulsive buying (t= -3.262 and p=0.001; p < 0.01), and a highly significant positive relationship between social presence and impulsive buying (t= 4.581 and p= 0.000; p < 0.01). These findings indicate that emotional regulation and Social Presence may help reduce Impulsive Buying among Gen Z

References

Abdullah, M. (2004). Social Presence in Online Conferences: What Makes People 'Real'?. Malaysian Journal of Distance Education, 6(2), 1–22.

Aditya, D. (2023). The Relationship Between Self-Regulation and Impulsive Buying of Items in Online Games During Early Adulthood. Fenomena, 32(1), 36–43.

Ahdiat, A. (2023). Shopee Visitors Are Increasing; How Are Other E-Commerce Platforms Faring?. At https://databoks.katadata.co.id/ (accessed March 23, 2025).

Amanda, S. et al. (2024). The Influence of Social Media, Shopping Lifestyle, and Customer Experience on Gen Z's Impulse Buying Behavior via E-Commerce. Journal of Management and Economics, 1(2), 171–180.

Andika et al. (2023). From Interaction to Transaction: Analyzing the Influence of Social Presence on Impulsive Purchasing in Live Streaming Commerce. Journal of Theoretical and Applied Management, 16(3), 455–472.

Arnett, J. J. (2020). Emerging adulthood: The winding road from the late teens through the twenties (2nd ed.). Oxford University Press.

Agustin, L. et al. (2024). Analysis of Differences in Online Impulsive Buying Behavior Between Gen Z and Gen Y from the Perspective of Hedonic Shopping Motivation (Survey of Shopee E-Commerce Users in the City of Tasikmalaya). Journal of Business, Management, and Accounting, 1(1), 61–72.

Azwar, S. (2012). Reliability and Validity. Yogyakarta: Pustaka Pelajar.

Azwar, S. (2017). Psychological Research Methods. Yogyakarta: Pustaka Pelajar.

Beatty, S. & Ferrell, M. (1998). Impulsive Buying: Modeling Its Precursors. Journal of Retailing, 74(2), 169–191.

Belderrain, Y. (2006). Distance Education Trends: Integrating New Techniques to Foster Student Interactions and Collaboration. Distance Education, 27(2), 139–154.

Berkup, S. (2014). Working with Generations X and Y in the Generation Z Era: Managing Different Generations in the Business World. Mediterranean Journal of Social Sciences, 5(19), 218.

Biocca, F. et al. (2003). Toward a More Robust Theory and Measure of Social Presence: Review and Suggested Criteria. Presence: Teleoperators & Virtual Environments, 12(5), 456–480.

Chen, Y., Wang, J., & Lee, H. (2020). Impulsive buying behavior in the digital age: The role of social media influence and emotional regulation. Journal of Consumer Psychology, 30(4), 589–604.

Chong, D. & Ali, H. (2022). Literature Review: Competitive Strategy, Competitive Advantages, and Marketing Performance on E-Commerce Shopee Indonesia. Dinasti International Journal of Digital Business Management, 3(2), 299–309.

Dewi, K. (2024). The Correlation Between Shopee's Twin Date Festival and Gen Z's Impulsive Buying Behavior in Ngabang District. Iltizam Journal of Shariah Economic Research, 8(1), 94–103.

Dhandra, T. K. (2020). Does emotional regulation mediate the relationship between stress and impulsive buying?. Journal of Retailing and Consumer Services, 57, 102221.

Fei, T. et al. (2022). Curriculum Design of Virtual Simulation Experiment of Thermistor Temperature Measurement Characteristics Based on Educational Psychology. IJNP, 25, 43–44.

Felton, W. & Jackson, R. (2021). Presence: A Review. International Journal of Human-Computer Interaction, 38, 1–18.

Gratz, K. & Roemer, L. (2004). Multidimensional Assessment of Emotion Regulation and Dysregulation: Development, Factor Structure, and Initial Validation of the Difficulties in Emotion Regulation Scale. Journal of Psychopathology and Behavioral Assessment, 26, 41–54.

Gross, J. & Thompson, R. (2007). Emotion Regulation: Conceptual Foundations. Handbook of Emotion Regulation, edited by James J. Gross. New York: Guilford Publications.

Gunawardena, C. (1995). Social Presence Theory and Implications for Interaction and Collaborative Learning in Computer Conferences. International Journal of Educational Telecommunications, 1(2&3), 147–166.

Gyurak, A. et al. (2011). Explicit and Implicit Emotion Regulation: A Dual-Process Framework. Cognition and Emotion. USA: Psychology Press. 25(3), 400–412.

Handayani, R. et al. (2021). The Effect of Hedonic Shopping Motivation on Impulse Purchase of Fashion Products During the Pandemic (Case Study on Generation Z Consumers of Several E-Commerce Platforms in Bandung). Review of International Geographical Educational Online, 11(3), 1571–1578.

Hwang, Y., Kim, H., & Choi, J. (2020). The role of social presence in e-commerce: Implications for impulse buying and trust formation—Computers in Human Behavior, 109, 106361.

Kacen, J. & Lee, J. (2008). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Psychology, 12(2), 163–176.

Kim, J., & Johnson, K. K. P. (2020). The power of social influence: How online reviews and recommendations drive impulsive purchasing behavior. Journal of Interactive Marketing, 50, 136–150.

Kayyal, A. (2023). Emotional Regulation, Personality, and Impulsive Buying Behavior Among College Students. Unpublished dissertation. Mahatma Gandhi University.

Kredivo & Katadata Insight Center. (2023). Online shopping trends in Indonesia: 2023 e-commerce report. Kredivo. https://katadata.co.id.

Liu, R., Zhang, X., & Wang, Y. (2022). Emotion regulation and impulse buying: Understanding the psychological coping mechanism. Journal of Consumer Research, 49(2), 234–252.

Marhumi. (2024). The Influence of E-Commerce on Impulsive Buying Behavior Among Generation Z in Purwakarta City. COSTING: Journal of Economic, Business, and Accounting, 7(6), 7234–7246.

Marits, S. & Zaerofi, A. (2023). Trust and Purchase Intention Model of Muslim Generation Z Consumers on E-Commerce (B2C) in Indonesia. Journal of Management, 180–190.

Maulan, P. et al. (2024). Impulsive Buying Behavior: Implementation of the Technology Acceptance Model Approach in E-Commerce Purchase Decisions. Journal of Business Informatics. 6(2), 448–452.

Nisaputra, R. (2023). Despite Economic Uncertainty, 67% of the Public Remains Enthusiastic About Online Shopping at https://infobanknews.com/ekonomi-tak-pasti-67-masyarakat-malah-antusias-sambut-promosi-belanja-online/ (accessed March 23, 2025)

Nisfiannoor, M. & Kartika, Y. (2004). The Relationship Between Emotional Regulation and Peer Group Acceptance Among Adolescents. Journal of Psychology, 2(2), 160–178.

Oktavia, S. (2023). The Role of Social Presence in Impulsive Buying Among TikTok Live-Streaming Shop Consumers Based on the S-O-R Framework. Open Society Conference, 1, 1-12.

Overveld, M. (2016). Emotion Regulation Can Be Costly. A Study on the Effects of Emotion Regulation Strategies on Impulsive Purchases in Consumers. Innovative Marketing, 12(1), 41–49.

Ozdemir, E. & Akcay, G. (2019). The Effect of Gender Identity on Consumers' Impulse Buying Behavior and the Moderating Role of Biological Sex. Business and Economics Research Journal, 10(5), 1109–1125.

Park, J. & Forney. (2006). A Structural Model of Fashion-Oriented Impulsive Buying Behavior. Journal of Fashion Marketing and Management, 10(4), 433–446.

Park, J., Cho, H., & Lee, D. (2021). The role of social presence in online shopping and its impact on impulse buying. Journal of Consumer Marketing, 38(1), 87–99.

Populix. (2023). Report on Gen Z online shopping habits in Indonesia. Populix Research. https://populix.co.id.Prakash, G. et al. (2017). Gender Effects on Impulse Buying Behavior. Emerald Emerging Markets Case Studies, 7(4), 1–12.

Pratama, V. et al. (2023). The Influence of Hedonic Shopping Motives and Social Media Product Browsing on Online Impulse Buying of Fashion Products Among Gen-Z in Pangkalpinang. SINOMIKA Journal: Scientific Publication in Economics and Accounting, 1(5), 1057–1074.

Putri, E. (2019). The Influence of Emotional Regulation, Internet Addiction, and Susceptibility to Interpersonal Influence on Online Impulse Buying Among Adolescents. Unpublished Thesis. UIN Syarif Hidayatullah Jakarta.

Ranaa, N. (2023). The Effect of Social Presence on Impulsive Buying Behavior in TikTok Live Streams with Consumer Trust as an Intervening Variable (A Study on the Somethinc Brand). Diponegoro Journal of Management, 12(3), 1–14.

Rahayu, N. et al. (2024). The Influence of Live Streamers and Twin-Date Promotions on Impulsive Buying (A Case Study of Shopee E-Commerce Users in Mataram City). Journal Ganec Swara, 18(1), 263–268.

Ramadhan, A. et al. (2024). Self-Regulation and Impulsive Buying Among E-Commerce Users: A Study of Students in Surabaya. Jambi Journal of Psychology, 9(2), 54–60.

Rook, D. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189–199.

Sanger, K. et al. (2024). The Effect of Time Availability, Social Presence, and Emotional Condition on Impulsive Buying Behavior at Sociolla Store Manado Town Square. EMBA Journal, 12(3), 105–114.

Sari, D. (2014). Analysis of Factors Influencing Online Consumers' Impulsive Purchases with Expenditures and Shopping Orientation as Mediating Variables. Petra Christian University. http://www.petra.ac.id/

Sawarsa, B. et al. (2023). Social Presence in Live Streaming: A Catalyst for Impulsive Purchases. Dinasti International Journal of Digital Business and Management, 5(1), 41–54.

Sheppes, G., Suri, G., & Gross, J. J. (2019). Emotion regulation and decision making: A theoretical framework and review of the literature. Psychological Bulletin, 145(7), 571–593.

Siregar, N. & Rini, Q. (2019). Regulation and Impulsive Buying of Fashion Products Among Female Adolescents Who Shop Online. Journal of Psychology, 12(2), 213–224.

Short, J. et al. (1976). The Social Psychology of Telecommunications. New York: John Wiley.

Sihombing, D. & Sukati, I. (2022). Analysis of the Influence of Promotions, Lifestyle, and Product Quality on Impulsive Buying on Shopee in Batam City. eCo-Buss, 5(2), 754–766.

Solomon, M. (2011). Consumer Behavior. New Jersey: Pearson.

Strongman, K. (2003). The Psychology of Emotion. New Zealand: Department of Psychology, University of Canterbury, Christchurch.

Suri, G., Sheppes, G., & Gross, J. J. (2021). How emotional regulation influences decision-making under stress: Implications for consumer behavior. Journal of Behavioral Decision Making, 34(2), 345–361.

Utama, N. et al. (2024). The Influence of E-Commerce on Impulsive Buying Behavior Among Generation Z. Journal of Digital Management and Marketing, 2(3), 218–226.

Thompson, R. (1994). Emotion Regulation: A Theme in Search of Definition. Monographs of the Society for Research in Child Development, 59, 25–52.

Tu, C. (2000). Online Learning Migration: From Social Learning Theory to Social Presence Theory in a CMC Environment. Journal of Network and Computer Applications, 23(1), 27–37.

Tulungen, C. (2013). Comparative Analysis of Impulse Buying Based on Gender Differences. Journal EMBA, 1(4), 1349–1357.

Ugyur, E. (2018). Development of a Consumer Impulsive Buying Tendency Scale Using Mixed Methodology. Beykoz Academy Journal, 6(2), 125–141.

Verma, S. (2024). The Impact of Emotional Intelligence on Impulse Buying Behavior. International Journal of Novel Research and Development, 9(7), 793–816.

Verplanken, B. & Herabadi, A. (2001). Individual Differences in Impulsive Buying Tendency: Feeling and No Thinking. European Journal of Personality, 15(1), 71–83.

Wang, L., Chen, Y., & Zhao, H. (2022). The psychological impact of impulsive buying: Anxiety, regret, and coping strategies. Journal of Consumer Psychology, 32(3), 421–438.

Wijoyo, H. et al. (2020). Generation Z & the Fourth Industrial Revolution (July Issue).

Williams, A., & Grisham, J. (2011). Impulsivity, Emotion Regulation, and Mindful Attentional Focus in Compulsive Buying. Cognitive Therapy and Research, 36, 451–457.

Zhang, M., & Shi, G. (2022). Consumers' impulsive buying behavior in online shopping: the influence of social presence. Computational Intelligence and Neuroscience, 2022 (1).

Zhao, Y., & Shukla, P. (2021). Social media influence on impulse buying: The power of reviews and recommendations. Journal of Retailing, 97(2), 216–231.