The Influence of TikTok User-Generated Matcha Content on Impulsive Buying Among Gen Z in Indonesia

The rapid growth of social media, particularly TikTok, has transformed how Generation Z consumes information and interacts with brands. One of the most prominent trends is user-generated content (UGC) related to matcha-based beverages. This study aims to examine the influence of TikTok user-generated matcha content on impulsive buying among Generation Z in Jakarta. A quantitative approach was employed using an online survey of 421 respondents selected through purposive sampling. The data were analyzed using normality testing and simple linear regression. The results show that TikTok UGC has a positive and significant effect on impulsive buying (β = 0.615, p < 0.05), with a regression coefficient of 0.444. The model explains 37.8% of the variance in impulsive buying behavior. These findings indicate that visually appealing and authentic UGC on TikTok can stimulate spontaneous purchasing behavior among young consumers. This study provides insights for marketers in optimizing user-generated content strategies to enhance consumer engagement and drive impulsive buying.