Impulsive buying behavior on Instagram among generations Y and Z in Indonesia

Instagram has become a major platform for online shopping, especially among the younger generation. Understanding the factors thatinfluence impulsive buying on social media has become increasingly relevant for marketers. This study examines the influence of Instagram usageintensity, extroversion, and positive shopping emotions on impulsive buying behavior, with a particular focus on generational differences betweenGeneration Y and Generation Z. Data were collected from 442 respondents through a structured questionnaire and analyzed using SmartPLS 3.3.2to test six hypotheses. Validity and reliability were assessed using Cronbach’s alpha, composite reliability, and average variance extraction (AVE).Findings reveal that for Generation Z, frequent Instagram use and positive emotions significantly drive impulsive purchases. In contrast, forGeneration Y, extroverted personality traits have a stronger influence on buying decisions. These results highlight distinct psychological patternsacross generations in online shopping behavior. The study provides practical insights for marketers seeking to tailor their strategies to meet generationalpreferences. By identifying different behavioral drivers, it contributes to the growing literature on digital consumer behavior and guidesbrands operating in social media environments.