<![CDATA[This study aims to analyze the influence of Electronic Word of Mouth (E-WOM) and Flash Sales on increasing impulse buying among Gen Z e-commerce users, emphasizing the mediating role of Positive Emotion. This research uses a quantitative approach with a total of 60 respondents in Semarang Regency, selected through non-probability purposive sampling. Data were collected using a questionnaire with a 1–5 Likert scale. Data analysis was conducted using SEM-PLS through SmartPLS version 4.1.1.8. The research results show that E-WOM does not have a positive and significant effect on impulse buying, while Flash Sales have a positive and significant effect on impulse buying. Furthermore, Positive Emotion has been proven to mediate the relationship between E-WOM and Flash Sales on impulse buying behavior. These findings indicate that digital communication and limited-time promotional strategies can influence impulse buying behavior through positive emotional responses among Gen Z e-commerce users. This research provides practical contributions to e-commerce managers in designing more effective marketing strategies by leveraging the power of digital communication and limited-time promotions to encourage consumer purchasing behavior.]]>
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