<![CDATA[Purpose – This study aims to examine the influence of influencers, price discounts, and product quality on impulse buying among Millennial and Generation Z consumers using TikTok Shop in Malang City. Specifically, it investigates the direct and indirect effects of these independent variables on impulse buying behavior. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected from 150 Millennial and Generation Z TikTok Shop consumers in Malang City using non-probability purposive sampling. Respondents were required to have completed at least two transactions on TikTok Shop. The data were analyzed using IBM SPSS Statistics 26.0. Findings – The findings indicate that influencers have a positive effect on impulse buying behavior. Price discounts also contribute positively to increasing impulse buying, while product quality demonstrates a significant positive relationship with impulse buying among Millennial and Generation Z consumers. Originality/Value – This study contributes to the growing body of literature on consumer behavior in social commerce by examining the combined effects of influencers, price discounts, and product quality on impulse buying within the context of TikTok Shop. It provides practical insights for digital marketers and online sellers targeting Millennial and Generation Z consumers.]]>
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