<![CDATA[This study aims to examine the effects of brand image and price perception on impulsive buying among Generation Z users of the Qpon application in Medan City. A quantitative approach was employed using a survey method. Data were collected from 100 Generation Z respondents in Medan City who had prior shopping experience using the Qpon application. The respondents were selected using a non-probability sampling method with a purposive sampling technique. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that brand image has a positive and significant effect on impulsive buying, whereas price perception has no significant effect. However, simultaneously, brand image and price perception have a significant effect on impulsive buying, with an R-squared value of 42.7%. These findings indicate that brand image plays a more important role than price perception in influencing impulsive buying among Generation Z Qpon users.]]>
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