Influencer, Price Discount, and Product Quality: Their Impact on Impulse Buying Behavior of Millennial and Gen Z Consumers

Pratono, Febrina Kinanti
Prabandari, Sri Palupi

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 4 No. 4 (2025)

Purpose – This study aims to determine the influence of influencers, price discounts, and product quality on impulse buying among Millennial and Generation Z TikTok Shop consumers in Malang City.    Design/methodology/approach –  This research uses a quantitative explanatory design. The sample consists of 150 respondents selected through non-probability purposive sampling from Millennial and Generation Z TikTok Shop users in Malang City who have made at least two transactions. Data were analyzed using IBM SPSS 26.0.   Findings – The results show that influencers have a positive contribution to impulse buying, price discounts positively influence impulse buying, and product quality also positively contributes to impulse buying behavior.   Originality/value – This study provides insight into the combined role of social influence, pricing strategy, and product quality in driving impulse buying behavior in short-video commerce platforms such as TikTok Shop.