Oikonomia: Jurnal Manajemen

How Store Atmosphere Drives Impulse Buying: The Roles of Emotion, Value, and Self-Control

Febri Sari Siahaan — 2025-12-03

Purpose This study examines how store atmosphere influences impulse buying behavior among Generation Z consumers in Indonesia through the sequential mediating roles of emotional arousal and perceived value, as well as the dual moderating role of self-control. Methodology A quantitative, explanatory design was applied with data from 300 Gen Z consumers who shop offline at Oh!Some Store. Using purposive sampling and SEM-PLS analysis with SmartPLS 4, the study tested both direct and indirect effects. Findings Results reveal that store atmosphere significantly enhances emotional arousal and directly affects impulse buying. Emotional arousal increases perceived value, forming a sequential mediation pathway that links sensory stimuli to spontaneous purchases. Moreover, self-control moderates both the direct relationship between store atmosphere and impulse buying and the indirect path through perceived value, indicating that individuals with higher self-regulation are less likely to buy impulsively. Suggestions Future research may explore other consumer groups or retail formats and integrate additional psychological variables to expand the understanding of emotional–cognitive mechanisms underlying impulse buying.

The Influence of Financial Literacy, Risk Preferences, and Social Media Influencers on Investment Interests of the Millennial Generation

Novita Ayu Safitri — 2025-07-30

Purpose The purpose of this research is to find out how the influence given by financial literacy, risk preferences and social media influencers on millennial generation investment interest in IPNU & IPPNU members at the Bangsri District Level. Methodology, this research is a type of quantitative research (Primary Data), where the data is obtained from a questionnaire distributed via Google Form. IPNU & IPPNU members at the Bangsri District Level with a total of 1,500 people constitute the research population. To determine the sample, purposive sampling technique was used which then resulted in a sample of 106 respondents. The data obtained were then analyzed using the multiple linear regression analysis method using the help of the IBM SPSS Statistic 25 program. Findings, The findings obtained from this study indicate a significant positive effect of financial literacy and social media influencers on millennial generation investment interest. Meanwhile, risk preference does not show its influence on millennials' investment interest. Suggestions before investing investors must understand the financial basis they have and the risks of investing.

Why Gen Z Loves Rucas: The Role of Self-Congruence, Brand Authenticity, and Brand Satisfaction in Building Brand Love

Tighanda Putra Zuliyono — 2025-07-31

Purpose of this study is to examine the influence of self-congruence, brand authenticity, and brand satisfaction on brand love for the local fashion brand Rucas among Generation Z. Methodology This study employs a quantitative method with primary data collected through an online survey using Google Forms. The respondents in this research consist of Generation Z consumers aged 19–27 years who reside in Surabaya and use Rucas brand products. The study adopts a purposive sampling technique with a total sample of 205 respondents. Data analysis is conducted using the WARPLS version 7.0 software, employing both descriptive and statistical analysis approaches. Findings The results of the study indicate that self-congruence has a significant effect on brand love and brand satisfaction. Additionally, brand authenticity has also been shown to significantly influence both brand satisfaction and brand love. Brand satisfaction significantly affects brand love. Suggestions include expanding the population and sample to encompass more local fashion brands and adding other variables, such as brand loyalty, to enrich the analysis of consumers' emotional relationships with brands