TIGA SERANGKAI PEMICU KEINGINAN INSTAN : STUDI TENTANG DAMPAK INFLUENCER MARKETING, VIRAL MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP IMPULSIVE BUYING GEN Z DI KOTA MAKASSAR
Abstract
This study aims to analyze the influence of Influencer Marketing, Viral Marketing, dan Online Customer Review (OCR) on Impulsive Buying behavior among Generation Z in Makassar City. This research method uses a quantitative approach, with data collected through a 5-Point Likert scale questionnaire distributed to 156 Generation Z respondents (aged 13-28 years) in Makassar City. The data were analyzed using PLS-SEM (a statistical modeling method) with WarpPLS 8.0 software. The results show that Viral Marketing has a significant positive effect on Impulsive Buying, meanwhile Influencer Marketing and Online Customer Review do not show significant effects. These findings suggest that marketing strategies focused on viral content are more effective in triggering Impulsive Buying among Generation Z in Makassar City, compared to using influencers or customer reviews. This study provides practical contributions for fashion businesses to optimize their marketing strategies. Academically, it enriches literature on the impact of Influencer Marketing, Viral Marketing, and Online Customer Review (OCR) in Digital Marketing, particularly Generation Z.
References
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Anggoroningtyas, N., & Adha, S. (2024). Penggunaan Influencer Dalam Meningkatkan Minat Beli Konsumen Pada Aplikasi Belanja Online Tiktok. Jurnal Ilmu Manajemen, Bisnis dan Ekonomi (JIMBE), 1(5), 110-116.
Ashari, H. (2025). Pengaruh Online Customer Rating Dan Customer Reviews Terhadap Keputusan Pembelian Pada Marketplace Shopee: Studi Kasus Mahasiswa PTN Meulaboh, Aceh Barat. Jurnal Inovasi Bisnis Manajemen dan Akuntansi, 3(1), 69-84.
Belostecinic, G., & Jomir, E. (2023). Digital marketing–a new stage in the evolution of the modern marketing concept. Economica, 1(123), 7-22.
Cahya, B. T., Restuti, D.P., Safitri, A. A., Veno, A. (2023). Analisis Mina Pembelian Secara Online Ditinjau dari Online Customer Review, Online Customer Rating dan Kualitas Website (Studi pada Mahasiswa Pengguna shopee.co.id). Benefit: Jurnal Manajemen dan Bisnis, 8(2), 1-10. https://doi.org/10.23917/benefit.v8i2.2156
Erwin, E., Suade, Y. K. M., & Alam, N. (2023, May). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. In International Conference of Economics, Business, and Entrepreneur (ICEBE 2022) (pp. 578-593). Atlantis Press.
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Erwin, E., Saununu, S. J., & Rukmana, A. Y. (2023). The influence of social media influencers on generation Z consumer behavior in Indonesia. West Science Interdisciplinary Studies, 1 (10), 1040–1050.
Erwin, E., Perdana, C. C., & Suade, Y. K. M. (2023). INFLUENCER CONTRIBUTIONS; DOES IT AFFECT MARKETING CONTENT FOR MSMEs’ CUSTOMER ENGAGEMENT?. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(2), 768-784.
Erwin, E., Suade, Y. K. M., & Putra, S. D. (2024). ALAT KOMUNIKASI DIGITAL: KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 74-91.
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Gao, J., Siddik, A. B., Abbas, S. K., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study. Sustainability, 15(2), 1594.
Girsang, L. R., & Situmeang, I. V. O. (2023). Viral Marketing, Daya Tarik, Kampanye, Pesan Kampanye Dan Kualitas Produk Terhadap Minat Beli Produk. IKRA-ITH HUMANIORA: Jurnal Sosial dan Humaniora, 7(2), 167-176.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second Edition). SAGE Publications, Inc.
Hashem, T. (2021). Impact of Influencer Marketing–Three Rs-On Impulsive Purchase Behavior the Moderating Influence of Gender. Journal of Positive Psychology & Wellbeing, 4(5), 1481-1499.
Hulland, J. (1999). Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal Strat. Mgmt. J, 20, 195–204.https://doi.org/https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7
Ifadhila, I., Rukmana, A. Y., Erwin, E., Ratnaningrum, L. P. R. A., Aprilia, M., Setiawan, R., ... & Setiawan, H. (2024). Pemasaran Digital di Era Society 5.0: Transformasi Bisnis di Dunia Digital. PT. Sonpedia Publishing Indonesia.
Isalman, Ittaqullah, N., Ramadhani I, F. (2023). Analisis Ulasan Pelanggan Terhadap Persepsi Resiko Dan Keputusan Pembelian Secara Online. JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 8(1), 166-178. https://doi.org/10.29407/nusamba.v8i1.18446
Kartika, D., Fardhani, M. H., & Anggraeni, R. D. (2025). Hubungan FoMo Boneka Labubu terhadap Impulsif Buying Generasi Z di Kota Surabaya. AKADEMIK: Jurnal Mahasiswa Humanis, 5(1), 588-594.
Kock, N. (2020). WarpPLS 7.0 User Manual. Laredo, TX: ScriptWarp Systems..
Liyanapathirana, Y. M. (2021, September). Viral Marketing and Impulse Buying with the Mediating Effect of Online Trust: During the Covid-19 Pandemic. In Proceedings of the 10th International Conference on Management and Economics (pp. 411-426). https://www.researchgate.net/publication/357240347_Viral_Marketing_and_Impulse_Buying_with_the_Mediating_Effect_of_Online_Trust_During_the_Covid-19_Pandemic
Lutfiana, R. A. A. (2024). Pengaruh Ulasan & Rating Online terhadap Impulsive Buying dengan Intervening Trust. Innovative: Journal Of Social Science Research, 4(3), 9446-9457. https://j-innovative.org/index.php/Innovative/article/view/10420/10234
Masitoh, M. R., Wibowo, H. A., Prihatma, G. T., & Miharja, D. T. (2024). The Influence of Interactivity, Online Customer Reviews, and Trust on Shopee Live Streaming Users' Impulse buying. GREENOMIKA, 6(1), 41-53. https://journal.unusida.ac.id/index.php/gnk/article/view/1290/864
Maupa, H., Jilbert, J., & Sanusi, A. (2024). Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance. Revista de Gestão Social e Ambiental, 18(7), e06819-e06819.
Mukarromah, A. (2023). Pengaruh Online Customer Review, Dan Online Customer Rating Terhadap Keputusan Pembelian Pada Marketplace Shopee. Journal of Creative Student Research, 1(6), 199–207. https://doi.org/10.55606/jcsrpolitama.v1i6.2956
Monica, T. ., & Tjiptodjojo, K. I. (2025). Pengaruh Promosi Penjualan dan Ulasan Pelanggan Online terhadap Keputusan Pembelian. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 8(1), 949-954. https://doi.org/10.54371/jiip.v8i1.6665
Putra, S. D., & Erwin, E. (2023). Effects of Virality: Culinary MSME Brand Orientation in Using Social Media Influencers. Jurnal Mirai Management, 8(2).
Rahadhini, M. D., Wibowo, E., & Lukiyanto, K. (2020). The role of positive emotion in hedonic shopping value affecting consumers‟ impulse buying of fashion products. International Journal of Scientific and Technology Research, 9(2), 780-784.
Redine, A., Deshpande, S., Jebarajakirthy, C., & Surachartkumtonkun, J. (2023). Impulse buying: A systematic literature review and future research directions. International Journal of Consumer Studies, 47(1), 3-41.
Riani, R., & Samatan, N. (2020). Pengaruh influencer marketing dan Viral marketing terhadap pengambilan keputusan penggunaan aplikasi tiktok. International Journal of Communication, Management and Humanities, 1(2), 145-156.
Rochmatulloh, D., Rachma, N., & Amin, M. S. (2025). Pengaruh Online Customer Review (OCR) Dan Hedonic Shopping Motivation Terhadap Impulse Buying Yang Dimediasi Oleh Brand Trust Pada E-Commerce Brand Skintific (Studi Kasus Pada Mahasiswi Unisma). E-JRM: Elektronik Jurnal Riset Manajemen, 14(01), 1191-1200. https://jim.unisma.ac.id/index.php/jrm/article/view/27255
Satiawan, A., Hamid, R. S., & Maszudi, E. (2023). Pengaruh Content Marketing, Influencer Marketing, Online Custumer Review Terhadap Keputusan Pembelian dan Kepuasan Konsumen Di Tiktok. Jurnal Manajemen Dan Bisnis Indonesia, 9(1), 1-14.
Sholihin, M., & Ratmono. (2020). Analisis SEM-PLS dengan WarpPLS. Andi; Yogyakarta.
Shrestha, A. (2024). Impulsive Buying Behavior in Retailing and Consumer Behavior: A Review. SSRN Electronic Journal.
Sihaloho, E. M., Sitorus, D. P. M., & Butar-Butar, I. P. (2023). Pengaruh Online Customer Rating Dan Online Custumer Review Terhadap Keputusan Pembelian Produk Pakaian Di Aplikasi Shopee Pada Mahasiswa Pendidikan Ekonomi Universitas Hkbp Nommensen Pematang Siantar. JOURNAL SAINS STUDENT RESEARCH, 1(2), 380-390.
Sombe, R., Pongtuluran, A. K., & Pagiu, C. (2023). Pengaruh Online Customer Review dan Diskon Harga terhadap Online Impulsive Buying Pengguna Shopee: Studi Kasus pada Mahasiswa Fakultas Ekonomi Angkatan 2022. Sammajiva: Jurnal Penelitian Bisnis Dan Manajemen, 1(4), 277-287. https://e-journal.nalanda.ac.id/index.php/SAMMAJIVA/article/view/567/544
Suciawan, A. G., Djuranovik, E., Pradana, M. C., & Erwin, E. (2025). INSTAGRAM FILTERS FOR THE FASHION INDUSTRY: THE MEDIATING ROLE OF PURCHASE INTENTION ON CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 1256-1272.
Suharto, S., Nasikah, D., & Arifudin, M. (2023). Pengaruh Viral Marketing Dan Hedonic Shopping Terhadap Impulsif Buying Pada Pengguna Shopee Di Kota METRO. Derivatif: Jurnal Manajemen, 17(1), 165-176. https://fe.ummetro.ac.id/ejournal/index.php/JM/article/view/1410/575
Sundari, A., & NASIKHIN, M. N. A. K. (2024). PENGARUH LIVE STREAMING, ONLINE REVIEW CUSTOMER DAN INFLUENCER MARKETING TERHADAP MINAT BELI PADA APLIKASI TIKTOK SHOP (Studi Pada Mahasiswa Universitas Islam Darul Ulum Lamongan). Applied Research in Management and Business, 4(2), 50-60.
Wahyuni, R. S., & Setyawati, H. A. (2020). Pengaruh sales promotion, hedonic shopping motivation dan shopping lifestyle terhadap impulse buying pada e-commerce shopee. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(2), 144-154.
Wahyuni, E., & Vania, A. (2023). Pengaruh viral marketing, flash sales, dan FOMO terhadap impulsive buying produk Skintific. Jurnal Ekonomi Bisnis, 28(2), 151–160. https://journal2.um.ac.id/index.php/ekobis/article/view/wahyuni/pdf
Wang, Y., Pan, J., Xu, Y., Luo, J., & Wu, Y. (2022). The determinants of impulsive buying behavior in electronic commerce. Sustainability, 14(12), 7500.
Astuti, A., Mane, A. A., & Saleh, M. Y. (2023). Peran Perkembangan Teknologi Digital Terhadap Strategi Pemasaran Dan Distribusi Umkm Kota Makassar. Indonesian Journal of Business and Management, 6(1), 175-180
Angela, V., & Paramita, E. L. (2020). Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z. Jurnal Ekobis: Ekonomi Bisnis & Manajemen, 10(2), 248-262.
Anggoroningtyas, N., & Adha, S. (2024). Penggunaan Influencer Dalam Meningkatkan Minat Beli Konsumen Pada Aplikasi Belanja Online Tiktok. Jurnal Ilmu Manajemen, Bisnis dan Ekonomi (JIMBE), 1(5), 110-116.
Ashari, H. (2025). Pengaruh Online Customer Rating Dan Customer Reviews Terhadap Keputusan Pembelian Pada Marketplace Shopee: Studi Kasus Mahasiswa PTN Meulaboh, Aceh Barat. Jurnal Inovasi Bisnis Manajemen dan Akuntansi, 3(1), 69-84.
Belostecinic, G., & Jomir, E. (2023). Digital marketing–a new stage in the evolution of the modern marketing concept. Economica, 1(123), 7-22.
Cahya, B. T., Restuti, D.P., Safitri, A. A., Veno, A. (2023). Analisis Mina Pembelian Secara Online Ditinjau dari Online Customer Review, Online Customer Rating dan Kualitas Website (Studi pada Mahasiswa Pengguna shopee.co.id). Benefit: Jurnal Manajemen dan Bisnis, 8(2), 1-10. https://doi.org/10.23917/benefit.v8i2.2156
Erwin, E., Suade, Y. K. M., & Alam, N. (2023, May). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. In International Conference of Economics, Business, and Entrepreneur (ICEBE 2022) (pp. 578-593). Atlantis Press.
Erwin, E., Ardyan, E., Ilyas, A., Ariasih, M. P., Nawir, F., Sovianti, R., ... & Munizu, M. (2023). Digital Marketing: Penerapan Digital Marketing pada Era Society 5.0. PT. Sonpedia Publishing Indonesia.
Erwin, E., Saununu, S. J., & Rukmana, A. Y. (2023). The influence of social media influencers on generation Z consumer behavior in Indonesia. West Science Interdisciplinary Studies, 1 (10), 1040–1050.
Erwin, E., Perdana, C. C., & Suade, Y. K. M. (2023). INFLUENCER CONTRIBUTIONS; DOES IT AFFECT MARKETING CONTENT FOR MSMEs’ CUSTOMER ENGAGEMENT?. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(2), 768-784.
Erwin, E., Suade, Y. K. M., & Putra, S. D. (2024). ALAT KOMUNIKASI DIGITAL: KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 74-91.
Erwin, E., Cindrakasih, R. R., Sari, A., Hita, H., Boari, Y., Judijanto, L., & Tadampali, A. C. T. (2024). Pemasaran Digital: Teori dan Implementasi. PT. Green Pustaka Indonesia.
Gao, J., Siddik, A. B., Abbas, S. K., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study. Sustainability, 15(2), 1594.
Girsang, L. R., & Situmeang, I. V. O. (2023). Viral Marketing, Daya Tarik, Kampanye, Pesan Kampanye Dan Kualitas Produk Terhadap Minat Beli Produk. IKRA-ITH HUMANIORA: Jurnal Sosial dan Humaniora, 7(2), 167-176.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second Edition). SAGE Publications, Inc.
Hashem, T. (2021). Impact of Influencer Marketing–Three Rs-On Impulsive Purchase Behavior the Moderating Influence of Gender. Journal of Positive Psychology & Wellbeing, 4(5), 1481-1499.
Hulland, J. (1999). Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal Strat. Mgmt. J, 20, 195–204.https://doi.org/https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7
Ifadhila, I., Rukmana, A. Y., Erwin, E., Ratnaningrum, L. P. R. A., Aprilia, M., Setiawan, R., ... & Setiawan, H. (2024). Pemasaran Digital di Era Society 5.0: Transformasi Bisnis di Dunia Digital. PT. Sonpedia Publishing Indonesia.
Isalman, Ittaqullah, N., Ramadhani I, F. (2023). Analisis Ulasan Pelanggan Terhadap Persepsi Resiko Dan Keputusan Pembelian Secara Online. JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 8(1), 166-178. https://doi.org/10.29407/nusamba.v8i1.18446
Kartika, D., Fardhani, M. H., & Anggraeni, R. D. (2025). Hubungan FoMo Boneka Labubu terhadap Impulsif Buying Generasi Z di Kota Surabaya. AKADEMIK: Jurnal Mahasiswa Humanis, 5(1), 588-594.
Kock, N. (2020). WarpPLS 7.0 User Manual. Laredo, TX: ScriptWarp Systems..
Liyanapathirana, Y. M. (2021, September). Viral Marketing and Impulse Buying with the Mediating Effect of Online Trust: During the Covid-19 Pandemic. In Proceedings of the 10th International Conference on Management and Economics (pp. 411-426). https://www.researchgate.net/publication/357240347_Viral_Marketing_and_Impulse_Buying_with_the_Mediating_Effect_of_Online_Trust_During_the_Covid-19_Pandemic
Lutfiana, R. A. A. (2024). Pengaruh Ulasan & Rating Online terhadap Impulsive Buying dengan Intervening Trust. Innovative: Journal Of Social Science Research, 4(3), 9446-9457. https://j-innovative.org/index.php/Innovative/article/view/10420/10234
Masitoh, M. R., Wibowo, H. A., Prihatma, G. T., & Miharja, D. T. (2024). The Influence of Interactivity, Online Customer Reviews, and Trust on Shopee Live Streaming Users' Impulse buying. GREENOMIKA, 6(1), 41-53. https://journal.unusida.ac.id/index.php/gnk/article/view/1290/864
Maupa, H., Jilbert, J., & Sanusi, A. (2024). Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance. Revista de Gestão Social e Ambiental, 18(7), e06819-e06819.
Mukarromah, A. (2023). Pengaruh Online Customer Review, Dan Online Customer Rating Terhadap Keputusan Pembelian Pada Marketplace Shopee. Journal of Creative Student Research, 1(6), 199–207. https://doi.org/10.55606/jcsrpolitama.v1i6.2956
Monica, T. ., & Tjiptodjojo, K. I. (2025). Pengaruh Promosi Penjualan dan Ulasan Pelanggan Online terhadap Keputusan Pembelian. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 8(1), 949-954. https://doi.org/10.54371/jiip.v8i1.6665
Putra, S. D., & Erwin, E. (2023). Effects of Virality: Culinary MSME Brand Orientation in Using Social Media Influencers. Jurnal Mirai Management, 8(2).
Rahadhini, M. D., Wibowo, E., & Lukiyanto, K. (2020). The role of positive emotion in hedonic shopping value affecting consumers‟ impulse buying of fashion products. International Journal of Scientific and Technology Research, 9(2), 780-784.
Redine, A., Deshpande, S., Jebarajakirthy, C., & Surachartkumtonkun, J. (2023). Impulse buying: A systematic literature review and future research directions. International Journal of Consumer Studies, 47(1), 3-41.
Riani, R., & Samatan, N. (2020). Pengaruh influencer marketing dan Viral marketing terhadap pengambilan keputusan penggunaan aplikasi tiktok. International Journal of Communication, Management and Humanities, 1(2), 145-156.
Rochmatulloh, D., Rachma, N., & Amin, M. S. (2025). Pengaruh Online Customer Review (OCR) Dan Hedonic Shopping Motivation Terhadap Impulse Buying Yang Dimediasi Oleh Brand Trust Pada E-Commerce Brand Skintific (Studi Kasus Pada Mahasiswi Unisma). E-JRM: Elektronik Jurnal Riset Manajemen, 14(01), 1191-1200. https://jim.unisma.ac.id/index.php/jrm/article/view/27255
Satiawan, A., Hamid, R. S., & Maszudi, E. (2023). Pengaruh Content Marketing, Influencer Marketing, Online Custumer Review Terhadap Keputusan Pembelian dan Kepuasan Konsumen Di Tiktok. Jurnal Manajemen Dan Bisnis Indonesia, 9(1), 1-14.
Sholihin, M., & Ratmono. (2020). Analisis SEM-PLS dengan WarpPLS. Andi; Yogyakarta.
Shrestha, A. (2024). Impulsive Buying Behavior in Retailing and Consumer Behavior: A Review. SSRN Electronic Journal.
Sihaloho, E. M., Sitorus, D. P. M., & Butar-Butar, I. P. (2023). Pengaruh Online Customer Rating Dan Online Custumer Review Terhadap Keputusan Pembelian Produk Pakaian Di Aplikasi Shopee Pada Mahasiswa Pendidikan Ekonomi Universitas Hkbp Nommensen Pematang Siantar. JOURNAL SAINS STUDENT RESEARCH, 1(2), 380-390.
Sombe, R., Pongtuluran, A. K., & Pagiu, C. (2023). Pengaruh Online Customer Review dan Diskon Harga terhadap Online Impulsive Buying Pengguna Shopee: Studi Kasus pada Mahasiswa Fakultas Ekonomi Angkatan 2022. Sammajiva: Jurnal Penelitian Bisnis Dan Manajemen, 1(4), 277-287. https://e-journal.nalanda.ac.id/index.php/SAMMAJIVA/article/view/567/544
Suciawan, A. G., Djuranovik, E., Pradana, M. C., & Erwin, E. (2025). INSTAGRAM FILTERS FOR THE FASHION INDUSTRY: THE MEDIATING ROLE OF PURCHASE INTENTION ON CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 1256-1272.
Suharto, S., Nasikah, D., & Arifudin, M. (2023). Pengaruh Viral Marketing Dan Hedonic Shopping Terhadap Impulsif Buying Pada Pengguna Shopee Di Kota METRO. Derivatif: Jurnal Manajemen, 17(1), 165-176. https://fe.ummetro.ac.id/ejournal/index.php/JM/article/view/1410/575
Sundari, A., & NASIKHIN, M. N. A. K. (2024). PENGARUH LIVE STREAMING, ONLINE REVIEW CUSTOMER DAN INFLUENCER MARKETING TERHADAP MINAT BELI PADA APLIKASI TIKTOK SHOP (Studi Pada Mahasiswa Universitas Islam Darul Ulum Lamongan). Applied Research in Management and Business, 4(2), 50-60.
Wahyuni, R. S., & Setyawati, H. A. (2020). Pengaruh sales promotion, hedonic shopping motivation dan shopping lifestyle terhadap impulse buying pada e-commerce shopee. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(2), 144-154.
Wahyuni, E., & Vania, A. (2023). Pengaruh viral marketing, flash sales, dan FOMO terhadap impulsive buying produk Skintific. Jurnal Ekonomi Bisnis, 28(2), 151–160. https://journal2.um.ac.id/index.php/ekobis/article/view/wahyuni/pdf
Wang, Y., Pan, J., Xu, Y., Luo, J., & Wu, Y. (2022). The determinants of impulsive buying behavior in electronic commerce. Sustainability, 14(12), 7500.
Published
2025-08-15
How to Cite
Thios, T., Oendy, A. S., Aurora, S. A. W. V., Wijaya, W. A. W., & Erwin, E. (2025). TIGA SERANGKAI PEMICU KEINGINAN INSTAN : STUDI TENTANG DAMPAK INFLUENCER MARKETING, VIRAL MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP IMPULSIVE BUYING GEN Z DI KOTA MAKASSAR. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 2801-2820. https://doi.org/10.31955/mea.v9i2.5928
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