The rapid growth of cosmetic industry give an opportunity for companies to acquire and engage consumers by using a new e-commerce paradigm called social commerce (s- commerce). One of the most prominent s-commerce among Gen Y is Instagram as this social networking site enables users to browse online stores through its visual interface via mobile device. They are also used to online shop through this platform. Recent researches have shown interests in investigating factors that affect the online shopping behavior in social networking sites but very little is done to understand the process of online buying decision, notably Instagram. In this study, the data were collected by interviewing four participants who have experienced the buying of lip product through Instagram. Online buying decision process framework by Karimi (2013) was adapted for this purpose. The interview was carefully transcribed and analysed using qualitative content analysis (Mayring, 2000). The result of this study shows that the process of online buying decision process on Instagram differs from e-commerce or other social networking sites (SNSs), in terms of how they function this SNS as a platform to search and make buying decision. Major factors affecting its process are habitual Instagram usage and trust to Instagram storeowners. The result also signifies consumers impulse buying tendency. As there is no adequate research on this phenomenon, consumer behavior implications and further research directions are discussed in this study. Keywords: Online Buying Decision, Instagram, Gen Y

The background of this paper comes from considering the lack of research and article about men and gender role conflict in Indonesia. As we know, the term of gender generally associated with gender injustice conditions experienced by women. Nevertheless, men also experiences gender inequality in their daily life, which led to the emergence of conflict within them that increased the possibilities of problems. Until now, research of gender role conflict experienced by men has been done in Europe and many other countries in Asia. Unfortunately in Indonesia, the research about gender role conflict experienced by men is still limited. Since the late 1970s concern for gender role conflict in men has begun to emerge. The gender role conflict in men rises many problems in man who is not only disturbing himself but also others. The conflict arose from the socialization of rigid gender roles in patriarchal society and masculine ideology. The purpose of this paper is to provide an overview of the importance of research on gender role conflict in men in Indonesia. Author relates this paper to the Karo tribe cultural context which is one of the tribes with patrilineal kinship. Keywords: gender role conflict, gender role socialization, masculine ideology.