The Impact of Tiktok Influencers on Impulsive Purchasing Behavior Among Generation Z Consumers

Abstract

This study aims to examine the influence of Tiktok influencers on impulsive buying behavior among Generation Z consumers. The variables investigated include attitudes toward influencers, trust in influencers, influencer image, purchase urge, and impulsive buying behavior. A quantitative research design was employed using a survey method. The sample consisted of 416 consumers born between 1995 and 2009, aged 16 - 30 years in 2025, who had made impulsive purchases after viewing influencer content on Tiktok. Data were collected through an online questionnaire and analyzed using multiple regression and simple linear regression techniques. The findings indicate that Tiktok influencers have a statistically significant positive influence at the .05 level on both purchase urge and impulsive buying behavior among Generation Z consumers. Multiple regression analysis revealed that trust in influencers exerted the strongest effect on purchase urge, followed by influencer image and attitudes toward influencers, respectively. Furthermore, simple linear regression analysis demonstrated that purchase urge strongly influenced impulsive buying behavior. These results highlight the critical role of social media influencers in shaping consumer decision-making and stimulating impulsive purchases among Generation Z in the digital marketplace.