The Role of Electronic Word of Mouth and Brand Image in Driving Impulse Buying of Feel Matcha among Generation Z Consumers In Surabaya
Keywords:
Electronic Word Of Mouth, brand image, impulse buying, generation z, social media
Abstract
This study aims to analyze the influence of Electronic Word of Mouth (E-WOM) and Brand Image on Impulse Buying of Feel Matcha products among Generation Z consumers in Surabaya. This research employs a quantitative approach using the Partial Least Square-Structural Equation Modelling (PLS-SEM) method through SmartPLS software. The research sample consisted of 100 respondents, who are Generation Z consumers residing in Surabaya and have purchased Feel Matcha products within the past year, selected using purposive sampling technique. The results indicate that E-WOM has a positive and significant effect on Impulse Buying, and Brand Image has a positive and significant effect on Impulse Buying. Variable Brand Image has a more dominant influence than E-WOM in driving Impulse Buying behavior, among Feel Matcha consumers
References
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Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., and Ray, S. (2022), Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R, Springer.
Hongsuchon, T., Chen, S., and Khan, A. (2025), Applying the S-O-R Model to Explore Impulsive Buying Behavior Driven by Influencers on Social Commerce Websites, PeerJ Computer Science.
Ika, N., Fitriyah, Z., and Dewi, N. C. (2020), Impulse Buying di E-Commerce Shopee, [Journal name not yet complete], Vol. 1, pp. 57-62.
Irman, I., and Ambardi, A. (2022), Pengaruh Brand Image dan Visual Merchandising Terhadap Impulsive Buying Pada Produk Valino di Sogo Department Store Tangerang Karawaci, JUEB: Jurnal Ekonomi dan Bisnis, Vol. 1, Iss. 3, pp. 19-23.
Khairinnisah. (2024), Pengaruh Lifestyle dan Brand Image Terhadap Impulse Buying yang Dimoderasi Potongan Harga di Online Shop Shopee pada Masyarakat Kota Medan, [Thesis, Universitas Sumatera Utara].
Kurniawan, H. F., and Setiawan, A. (2023), Electronic Word of Mouth (E-WOM) and Impulse Buying, [Journal name not yet complete], Vol. 4, Iss. 7, pp. 1448-1454.
Lestari, F. A., and Hayadi, I. (2024), Hedonic Behavior in Shopee Live Shopping: Social Media Marketing, Celebrity Endorser, and E-WOM on Impulse Buying, Manajemen dan Bisnis, Vol. 23, Iss. 1, pp. 1-18.
Made, D., and Purnama, F. (2018), Brand Image dan Brand Awareness Terhadap Customer Loyalty, [Journal name not yet complete], Vol. 3, Iss. 1, pp. 14-24.
Pambagyo, E. P., and Karnawati, Y. (2020), Pengaruh Electronic Word of Mouth dan Hedonic Shopping Value Terhadap Impulse Buying pada Online Shop, Jurnal Ekonomi dan Bisnis, Vol. 1, Iss. 2, pp. 513-520.
Permata, A. G., Pratama, F. I., and Aulasari, U. (2025), Pengaruh Brand Image Terhadap Impulse Buying, [Journal name not yet complete], pp. 1-9.
Poluan, J. G., Karuntu, M. M., and Samadi, R. L. (2024), Pengaruh Digital Marketing Terhadap Keputusan Pembelian Produk Kuliner Tradisional, Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, Vol. 11, Iss. 1, pp. 119-127.
Rahayu, R. R., Syahbudin, F., and Fitri, A. (2025), Pengaruh E-WOM dan Perilaku FoMO pada Keputusan Pembelian Impulsif Produk Fesyen di Shopee, GREAT: Jurnal Manajemen dan Bisnis Islam, Vol. 2, Iss. 1, pp. 23-33.
Rahmawati, H., Supriyono, and Fitriyah, Z. (2022), Pengaruh Brand Ambassador dan Brand Image terhadap Keputusan Pembelian pada E-commerce Blibli, BRILIANT: Jurnal Riset dan Konseptual, Vol. 7, Iss. 4.
Rook, D. W. (1987), The Buying Impulse, The Journal of Consumer Research, Vol. 14, Iss. 2, pp. 189-199.
Salwanisa, E. A., and Fitriyah, Z. (2024), The Influence of Live Streaming Shopping, Twin Date Promotion, and E-WOM on Gen Z Shopee Users' Impulse Buying in Surabaya, [Journal name not yet complete], Vol. 7, Iss. 3, pp. 6275-6289.
Sugiyono. (2023), Metodologi Penelitian Kuantitatif, Kualitatif dan R&D, Alfabeta.
Published
2026-07-04
How to Cite
Jasmine Sabrina Islamy, & Zumrotul Fitriyah. (2026). The Role of Electronic Word of Mouth and Brand Image in Driving Impulse Buying of Feel Matcha among Generation Z Consumers In Surabaya. International Journal of Economics, Business and Innovation Research, 5(04), 3081-3091. https://doi.org/10.63922/ijebir.v5i04.4864
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