<![CDATA[Tujuan dari penelitian ini adalah untuk menjelaskan pengaruh promosi penjualan dan konformitas melalui kepercayaan pelanggan terhadap perilaku impulse buying serta untuk menjelaskan bahwa generasi Z lebih mudah dipengaruhi oleh lingkungan dan melakukan pembelian secara impulsif. Pengambilan sampel dengan menggunakan Teknik purposive sampling, jumlah responden sebanyak 100 responden, metode kuisioner, dan literatur. Analisis data yang digunakan yaitu analisis regresi linier berganda dengan menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa promosi penjualan berpengaruh signifikan terhadap perilaku impulse buying, konformitas berpengaruh signifikan terhadap perilaku impulse buying, kepercayaan pelanggan berpengaruh signifikan terhadap perilaku impulse buying, promosi penjualan melalui variabel kepercayaan pelanggan berpengaruh signifikan terhadap perilaku impulse buying, serta konformitas melalui variabel kepercayaan pelanggan berpengaruh signifikan terhadap perilaku impulse buying. Simpulan dari penelitian ini terbukti bahwa promosi penjualan dan konformitas melalui kepercayaan pelanggan berpengaruh signifikan terhadap perilaku impulse buying pada generasi Z dalam melakukan pembelian melalui aplikasi Go-Food. Saran bagi peneliti selanjutnya, diharapkan dapat menemukan kaitan pada variabel lain dan mempelajari lebih banyak sumber dan referensi terhadap objek penelitian, serta kemauan dalam mengambil, mengumpulkan dan mampu melakukan segala sesuatu yang diperlukan untuk penelitian yang lebih baik. Kata kunci: Promosi Penjualan, Konformitas, Kepercayaan Pelanggan, Perilaku Impulse Buying Abstract The purpose of this study is to explain the effect of sales promotion and conformity through customer trust on impulse buying behavior and to explain that generation Z is more easily influenced by the environment and makes impulse purchases. Sampling using purposive sampling technique, the number of respondents as many as 100 respondents, the questionnaire method, and literature. The data analysis used was multiple linear regression analysis using SmartPLS 4.0. The results showed that sales promotion had a significant effect on impulse buying behavior, conformity had a significant effect on impulse buying behavior, customer trust had a significant effect on impulse buying behavior, sales promotion through the customer trust variable had a significant effect on impulse buying behavior, and conformity through the customer trust variable had an effect significant effect on impulse buying behavior. The conclusions from this study prove that sales promotion and conformity through customer trust have a significant effect on impulse buying behavior in generation Z in making purchases through the Go-Food application. Suggestions for future researchers are expected to be able to find links to other variables and learn more sources and references to research objects, as well as a willingness to take, collect and be able to do everything that is needed for better research. Keywords: Sales Promotion, Conformity, Customer Trust, Impulse Buying Behavior]]>
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