The Influence of Time Pressure and Brand Personality on Impulsive Buying Among Generation Z: Local Indonesian Skincare Brands

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Research demonstrates time pressure and brand personality increase impulsive buying in Generation Z, highlighting the role of hedonic motivations.

Impulsive buying is positively influenced by both brand personality and time pressure, as shown in the findings.
Hedonic motives significantly act as a mediator in the relationship between brand personality and impulsive purchases.
Partial Least Squares Structural Equation Modelling was employed with data from 250 participants to obtain these results.
Marketers can leverage emotional triggers and time constraints to enhance consumer engagement in online shopping.

Fadilah et al. (2025) studied this question.

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Research demonstrates time pressure and brand personality increase impulsive buying in Generation Z, highlighting the role of hedonic motivations.