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All Journal Indonesia Economic Journal
Iqsan Dinata
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Economics, Econometrics & Finance

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Pengaruh Influencer Media Sosial dan Iklan Digital Terhadap Motivasi Belanja Impulsif Gen Z Kunta Ramadhan Ridwan Putra; Iqsan Dinata; Marcello Armando; Fikri Rizki Utama
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/8e52b530

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.
Co-Authors Fikri Rizki Utama Kunta Ramadhan Ridwan Putra Marcello Armando