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All Journal Jurnal Publikasi Ekonomi dan Akuntansi
Masrikin Djou Massa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Sosial Media Dan Strategi Pemasaran Multikultural Terhadap Perilaku Pembelian Impulsif Gen Z Dalam Industri Fast Fashion Masrikin Djou Massa; Deri Apriadi
Jurnal Publikasi Ekonomi dan Akuntansi Vol. 5 No. 1 (2025): Januari: Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jupea.v5i1.4488

Abstract

The purpose of this study is to analyze the effects of social media and multicultural marketing strategies on Gen Z's impulsive buying behavior in the fast fashion industry. Impulsive buying is a phenomenon among Gen Zers, who are digital natives and heavily influenced by content found on various social media platforms, like YouTube, Instagram, and TikTok. In addition, the multicultural marketing strategy used by fast fashion brands is becoming more and more sophisticated, especially in light of the more diverse and international market. This study uses a quantitative approach with a survey of 30 Gen Z respondents, who are between the ages of 18 and 25, who are active on social media and have an inclination to buy fast fashion items on impulse.
Co-Authors Deri Apriadi