Impulsive Buying in Gen Z: How Online Customer Review, Sales Promotion, and Conformity Influence Impulsive Buying through Consumer Trust (Study on E-Commerce Users in Purwokerto)

Authors

  • Tri Iriani Putri University of Muhammadiyah Purwokerto, Purwokerto Author
  • Herni Justiana Astuti University of Muhammadiyah Purwokerto, Purwokerto Author

DOI:

https://doi.org/10.59890/23z42017

Keywords:

OCR, Sales Promotion, Conformity, Impulsive Buying, Customer Trust

Abstract

This research aims to examine the effect of online customer reviews, sales promotions, and suitability on impulse buying through customer trust as mediating variables. The sample taken in this study were 108 Gen Z e-commerce users in Purwokerto using a purposive sampling technique. The method of analysis used in this research is descriptive quantitative and uses smart PLS 3.0. Data collection techniques through questionnaires. The research results show that sales promotions and conformity can affect impulse buying. Online customer reviews do not affect impulse buying. Customer trust can mediate conformity to impulsive buying but cannot mediate online customer reviews and sales promotion.

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Published

2024-09-13

Issue

Vol. 2 No. 4 (2024): August 2024

Section

Articles

License

Copyright (c) 2024 Tri Iriani Putri, Herni Justiana Astuti (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Impulsive Buying in Gen Z: How Online Customer Review, Sales Promotion, and Conformity Influence Impulsive Buying through Consumer Trust (Study on E-Commerce Users in Purwokerto). (2024). International Journal of Management and Business Intelligence (IJMBI), 2(4), 403-426. https://doi.org/10.59890/23z42017