Pembelian Impulsif di Kalangan Gen Z saat Flash Sale: Peran Mediasi Emosi dan Peran Moderasi Adiksi Media Sosial

Asriadi Asriadi; Rachman  Tambaru; Hesti  Evrianti

doi:10.33059/jseb.v16i2.11010

Asriadi Asriadi Fakultas Ekonomi dan Bisnis, Universitas Tadulako
Rachman Tambaru Fakultas Ekonomi dan Bisnis, Universitas Tadulako
Hesti Evrianti Fakultas Ekonomi dan Bisnis, Universitas Tadulako

DOI: https://doi.org/10.33059/jseb.v16i2.11010

Keywords: Social Media Addiction, Emotions, Flash Sale, Online Impulse Buying

Abstract

The study aims to explore the impact of flash sales that influence online impulse buying on Gen Z, by placing emotions as a mediating variable and social media addiction as a moderating variable. Data collection was carried out using a purposive sampling technique, on 120 Gen Z people domiciled in Palu City. Data analysis processing utilized structural equation modeling (SEM) techniques processed through Smart PLS. Based on the results, it was revealed that flash sales showed a positive and significant relationship both on emotions and on online impulsive buying, while emotions showed a positive and significant impact on online impulsive buying. Furthermore, emotions were shown not to provide a significant mediating effect between social media addiction and online impulsive buying; meanwhile, social media addiction was shown to significantly moderate the effect of flash sales on online impulsive buying.

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