<![CDATA[Abstrak Penelitian ini bertujuan untuk mengetahui Pengaruh Influencer Marketing dan Electronic Word of Mouth terhadap Impulsive Buying di TikTok Shop Pada Generasi Z di Kota Bandung. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan kuisioner sebagai alat pengumpulan data, dianalisis menggunakan IBM SPSS 26. Sampelnya terdiri dari 97 responden Generasi Z di Kota Bandung. Uji instrumen melibatkan uji validitas, reliabilitas, uji asumsi klasik, regresi linier berganda, korelasi pearosn product moment, uji hipotesis dan analisis koefisien determinasi. Kesimpulan yang dihasilkan dari penelitian ini adalah Influencer Marketing dan Electronic Word of Mouth secara simultan dan parsial berpengaruh positif dan signifikan terhadap Impulsive Buying. Kata Kunci: Influencer Marketing, Electronic Word of Mouth, Impulsive Buying Abstract This research aims to determine the effect of Influencer Marketing and Electronic Word of Mouth on Impulsive Buying in TikTok Shop among Generation Z in Bandung City. This research employed a quantitative method, with questionnaires used as the data collection instrument, and the data were analyzed using IBM SPSS 26. The sample consited of 97 Generation Z respondents in Bandung City. The instrument testing involved validity and reliabiliti tests, classical assumption tests, multiple liniear regression, pearson product-moment corellation, hypotesis testing, and coefficient of determination analysis. The results of this studi conclude the Influencer Marketing and Electronic Word of Mouth, both simultaneously and partially, have a positive and significant effect on Impulsive Buying Keywords: Influencer Marketing, Electronic Word of Mouth, Impulsive Buying ]]>
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