BibTex Citation Data :
@article{DJM33945, author = {Nadia Miranda Effendi Putri and Budi Sudaryanto}, title = {NALISIS PENGARUH PRICE DISCOUNT DAN DAYA TARIK IKLAN PADA APLIKASI E-WALLET TERHADAP PEMBELIAN IMPULSIF KONSUMEN GENERASI Z (Studi Pada Mahasiswa Universitas Diponegoro Semarang)}, journal = {Diponegoro Journal of Management}, volume = {11}, number = {2}, year = {2022}, keywords = {Keywords : Price Discount, Ads Attractiveness, Impulsive Purchase, E-Wallet}, abstract = { BSTRACT This study aims to analyze the effect of price discount and advertising attractiveness on the impulse buying of generation - z con s umers. The population used in this study were active students at Diponegoro University, Semarang, which belonged to the Z - generation category and active users of the top four e - wallet applications in Indonesia. The number of samples used in this study wer e 110 respondents. The method of data collection is done through a questionnaire. This research uses Structural Equation Modeling (SEM) analysis technique with AMOS analysis tool. The results of this study indicate that the price discount has a positive a n d significant effect on impulse buying, as well as the attractiveness of advertising shows a positive and significant effect on impulse buying, and the simultaneous effect of price discount and advertising attractiveness also has a positive and significan t effect on impulsive buying. }, issn = {2337-3792}, url = {https://ejournal3.undip.ac.id/index.php/djom/article/view/33945} }
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