Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Golden Ratio of Marketing and Applied Psychology of Business
Ayu Winda Rizky
Sekolah Tinggi Ilmu Manajemen Sukma
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Brand Image and Price Perception on Impulsive Buying among Generation Z Qpon Users in Medan City Dian Purnama Sari; Khayru Aqillah; Ayu Winda Rizky
Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v7i1.2602

Abstract

This study aims to examine the effects of brand image and price perception on impulsive buying among Generation Z users of the Qpon application in Medan City. A quantitative approach was employed using a survey method. Data were collected from 100 Generation Z respondents in Medan City who had prior shopping experience using the Qpon application. The respondents were selected using a non-probability sampling method with a purposive sampling technique. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that brand image has a positive and significant effect on impulsive buying, whereas price perception has no significant effect. However, simultaneously, brand image and price perception have a significant effect on impulsive buying, with an R-squared value of 42.7%. These findings indicate that brand image plays a more important role than price perception in influencing impulsive buying among Generation Z Qpon users.
Co-Authors Dian Purnama Sari Khayru Aqillah