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Identification of Impulsive Buying Behavior Through Positive Emotions as an Mediating Variable in Generation Z Using SEM PLS Analysis

This study aims to analyze the influence of Hedonic Shopping Motivation and Price Discount on Impulsive Buying, with Positive Emotion as a mediating variable among Generation Z in Purwokerto . The phenomenon of social commerce through TikTok's live streaming feature has driven changes in shopping be...

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Principais autores: Sulasih Sulasih, Risma Nisa Aulia, Ida Puspitarini Wahyuningtyas, Selamah Maamor
Formato: Artigo
Idioma:Inglês
Publicado em: Universitas Muhammadiyah Malang 2025-09-01
coleção:Manajemen Bisnis
Assuntos:
hedonic shopping
price discount
positive emotion
generation z
impulse buying
Acesso em linha:https://ejournal.umm.ac.id/index.php/jmb/article/view/42066
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