Positive Emotion, Sales Promotion, and Product Quality Influences on Gen Z Impulse Buying in Larusso
DOI:
https://doi.org/10.66755/belacoss.v2i1.155Keywords:
Positive Emotion, Sales Promotion, Product Quality, Impulse BuyingAbstract
This study concentrates on examining the influence of positive emotions, sales promotions, and product quality on impulse buying behavior among Generation Z in Jakarta. Generation Z is widely recognized for its consumptive tendencies, strong responsiveness to digital trends, and susceptibility to both emotional stimuli and promotional offers. The research population comprises all Gen Z individuals residing in Jakarta, with a selected sample of 170 respondents. Data were collected through surveys using structured questionnaires as the primary instrument. The analysis was carried out with a quantitative approach, processed using SmartPLS 4 software. The findings reveal that positive emotions, sales promotions, and product quality exert a positive and significant effect on impulsive purchasing decisions among Gen Z consumers. These results highlight that positive emotions stimulate spontaneous buying impulses, sales promotions enhance purchase interest through incentives such as discounts and flash sales, while product quality strengthens consumer confidence in making buying decisions. Theoretically, this research is expected to contribute to the enrichment of marketing literature, while practically it provides valuable insights for local fashion businesses in developing marketing strategies tailored to their target audience.
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