Impulse Buying in Gen Z: Impact of Website Quality, Sales Promotion, and Hedonic Shopping Through Positive Emotions

In this modern era, people's lives are intertwined with technology, and smartphones have become essential tools for daily activities. Generation Z is closely associated with technology due to their ability to easily adapt to new technological advancements. One common activity for this generation is exploring marketplaces on their smartphones for shopping purposes. This behavior not only enhances their positive emotions but also triggers impulse purchases. The shopping habits of Generation Z present a compelling subject for research, offering marketplaces valuable insights into developing attractive sales promotion strategies and building high-quality websites. The purpose of this research is to examine the impact of website quality, sales promotions, and hedonic shopping on impulse buying, with positive emotions acting as a intervening variable. A quantitative research method was employed, involving the distribution of online questionnaires to a sample of 368 participants. The data was analyzed using Structural Equation Modeling (SEM). The findings reveal that website quality, sales promotions, and hedonic shopping have a significant and positive impact on impulse buying. Additionally, these factors also significantly and positively influence impulse buying through the mediation of positive emotions.