The The Mediating Role of Positive Emotions in the Influence of Fashion Involvement and Shopping Lifestyle on E-Commerce Impulse Buying: A Study of Generation Z in Jakarta

The rise of e-commerce has significantly influenced consumer behavior, particularly among Generation Z, who are highly responsive to fashion trends and online shopping experiences. This study aims to investigate the mediating role of positive emotions in the relationship between fashion involvement, shopping lifestyle, and impulse buying behavior in e-commerce settings. Using a quantitative approach, data were collected from 364 respondents in Jakarta, all of whom belong to Generation Z. The sampling technique used was cluster sampling, and data analysis was conducted using Structural Equation Modeling (SEM). The findings reveal that fashion involvement and shopping lifestyle both have a significant positive effect on impulse buying behavior. Furthermore, positive emotions were found to significantly mediate the relationship between these variables and impulse buying. In other words, individuals who are more engaged in fashion and lead a shopping-oriented lifestyle are more likely to experience positive emotions, which in turn increase their likelihood of making impulsive purchases online. These results highlight the importance of emotional factors in understanding consumer impulsivity, especially in digital environments. Specifically, companies targeting Generation Z should focus on curating appealing fashion content and creating enjoyable online shopping experiences that trigger positive emotional responses and stimulate spontaneous buying behavior