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p-Index From 2021 - 2026
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All Journal EBSJ
Gilang Puspita Rini
Muria Kudus University
Economics, Econometrics & Finance

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Exploring Gen Z Consumers’ Impulse Buying Behaviour on E-commerce: An SDL Perspective Arifa Kholida; Gilang Puspita Rini
Economics and Business Solutions Journal Vol. 9 No. 1 (2025): Economics and Business Solutions Journal
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/ebsj.v9i1.11865

Abstract

This study discusses the relationship between E-WOM and impulsive buying to help e-commerce implement the right marketing strategy to increase sales. This study aims to test the role of E-WOM in increasing impulsive buying by developing a theoretical framework. The respondents used in this study were 125, and the incoming data was processed using SPSS 26. The results of this study indicate that E-WOM has a positive and significant effect on impulsive buying. This study also studied other variables, namely shopping lifestyle, sales promotion, and economic literacy, which showed a positive and significant effect on impulsive buying. This study will contribute to future research on impulsive buying and other research related to e-commerce users, especially in Generation Z
Why Customers are Loyal to Fast-food Restaurants: Mediation of Brand Equity Ary Juli Prasetiyawan; Gilang Puspita Rini
Economics and Business Solutions Journal Vol. 10 No. 1 (2026): Economics and Business Solutions Journal
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/ebsj.v10i1.13852

Abstract

Development of businesses in the continuous food and drink​ industry is also visible from an increasing number of restaurants. For that, research was conducted to examine the effect of promotion and quality service on customers with brand equitys as intervening variables in fast-food restaurants. Population in study: A fast-food restaurant. The technique used to take a sample in the study. This applies purposive sampling with a sample total of 220 respondents. Research data collection: This uses a questionnaire. Data analysis in study using SEM AMOS 24. Research results show that promotion and quality service are positively and significantly influential on brand equitys and customer loyalty. and also, an brand equity influential, positive, and significant to loyalty customer equity; brand capable of mediating between variables, promotion and quality service to loyalty customer.
Co-Authors Arifa Kholida Ary Juli Prasetiyawan