Pengaruh Influencer Media Sosial dan Iklan Digital Terhadap Motivasi Belanja Impulsif Gen Z
DOI:
https://doi.org/10.63822/8e52b530Keywords:
Influencers, Digital advertising, Impulsive buying, Generation Z.Abstract
This study aims to analyze the influence of social media influencers and digital advertising on the impulsive buying motivation of Generation Z. A quantitative approach was applied, involving 80 respondents selected through purposive sampling. Data were collected using a questionnaire and analyzed with multiple linear regression. The results show that both social media influencers and digital advertising have a positive and significant effect on impulsive buying motivation, both partially and simultaneously. The coefficient of determination (R²) of 0.327 indicates that these variables explain 32.7% of impulsive buying motivation. This study highlights the strong role of digital marketing strategies in shaping impulsive buying behavior among Generation Z.
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Copyright (c) 2025 Kunta Ramadhan Ridwan Putra, Iqsan Dinata, Marcello Armando, Fikri Rizki Utama (Author)
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