PENGARUH POPULARITAS INFLUENCER DAN FLASH SALE DISCOUNTS PRODUK EMINA DI SHOPEE LIVE TERHADAP IMPULSIVE BUYING DI GENERASI Z

Abstract

This study aims to analyze the impact of influencer popularity and flash sale discounts on impulsive buying among Generation Z when purchasing Emina products through Shopee Live. This study adopts an explanatory quantitative approach involving 170 respondents selected through purposive sampling. Data analysis was performed using multiple linear regression through SPSS. The results show that influencer popularity has a significant negative effect on impulsive buying, while flash sale discounts have a significant positive effect. Simultaneously, both variables have a significant effect, contributing 62.4% to impulsive buying. This study shows that social stimuli and monetary incentives play different roles in triggering impulsive buying, with flash sales as a form of monetary incentive presented situationally becoming a dominant factor in driving the impulsive behavior of Generation Z consumers.