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All Journal JATI (Jurnal Mahasiswa Teknik Informatika) Marketing Management Studies Al-DYAS : Jurnal Inovasi dan Pengabdian kepada Masyarakat Current Biomedicine Sociality: Journal of Public Health Service
Jannah, Zahratul
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Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Education Environmental Science Health Professions Immunology & microbiology Medicine & Pharmacology Public Health Social Sciences Veterinary Other

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Journal : Marketing Management Studies

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Gen-z consumer behavior in the cosmetics industry: analyzing the impact of shopping patterns, pricing strategies, and emotional drivers on unplanned purchases Jannah, Zahratul; Maulana, Arief
Marketing Management Studies Vol. 4 No. 3 (2024): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v4i3.568

Abstract

This study aims to analyze the effects of Shopping Lifestyle, Price Discount, and Hedonic Shopping Motivation on Impulse Buying among Gen-Z customers of Somethinc brand cosmetics in Padang City. The research employs a quantitative method with a causative approach to examine the relationships and influences between variables. Data were collected through questionnaires distributed to 111 respondents who met specific criteria, including customers who had made impulse purchases of Somethinc products and were aware of the product promotion program. The results reveal that Shopping Lifestyle and Hedonic Shopping Motivation have significant influences on Impulse Buying, while Price Discount does not demonstrate a significant impact. The regression coefficient for Shopping Lifestyle is 0.448 (p < 0.05) and for Hedonic Shopping Motivation is 0.254 (p < 0.05), indicating that these two variables positively influence impulse buying behavior. In contrast, Price Discount, with a coefficient of 0.026 (p > 0.05), does not significantly influence impulse buying decisions.
Co-Authors Andi Miftahul Jannah, Andi Miftahul Arfah, Nur Hasanah Arief Maulana Budayawan, Khairi Darmayanti, Firdha E Haodudin Nurkifli Eka Kurnia, Eka Emmi Bujawati Herwin Pisestyani Isdoni Bustaman Komala, Iyep Ningsih, Andi Asma Susilo Yuda Irawan, Agung Tiksah, Yusniar