The Influence of Digital Marketing and User Reviews on Gen Z’s Impulse Buying
DOI:
https://doi.org/10.56456/jebdeker.v6i1.848Keywords:
Impulse Buying Behavior, Digital Marketing Campaign, UserReviews, Generation Z Consumers, E-commerce StrategyAbstract
This study explores the impact of digital marketing campaigns and user reviews on impulsive buying behavior among Generation Z in online marketplaces, focusing on Denpasar. As digital natives, Gen Z is highly responsive to online promotions, such as flash sales and targeted ads, which create a sense of urgency that triggers spontaneous purchases. Positive user reviews also play a vital role by increasing consumer trust and reducing perceived risks, thus reinforcing impulsive decisions. Using a quantitative approach, data was collected through an online questionnaire distributed to 70 respondents and analyzed using multiple linear regression. The findings reveal that both digital marketing efforts and user reviews significantly influence impulsive buying behavior. These results offer practical insights for e-commerce platforms and marketers aiming to craft more effective promotional strategies targeting Gen Z consumers. Future research is encouraged to examine additional psychological and situational factors to gain a deeper understanding of what drives impulsive purchases in the digital marketplace.
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