NALISIS PENGARUH PRICE DISCOUNT DAN DAYA TARIK IKLAN PADA APLIKASI E-WALLET TERHADAP PEMBELIAN IMPULSIF KONSUMEN GENERASI Z (Studi Pada Mahasiswa Universitas Diponegoro Semarang)

Abstract

BSTRACT
Thisstudyaimstoanalyzetheeffectofpricediscountandadvertising
attractiveness on the impulse buying of generation-z consumers. 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 were110 respondents. The method of data
collection isdone through a questionnaire. Thisresearch uses StructuralEquation
Modeling (SEM) analysis technique with AMOS analysis tool.
The results of this study indicate that the price discount has a positive and
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 significanteffect on
impulsive buying.