PENGARUH PRICE DISCOUNT DAN HEDONIC SHOPPING TERHADAP MINAT BELI MELALUI IMPULSE BUYING SEBAGAI MEDIASI PADA PLATFORM SHOPEE GENERASI Z DI KOTA TANGERANG

This study aims to analyze the influence of price discounts and hedonic shopping on purchasing interest, with impulse buying as a mediating variable, among Generation Z users of the Shopee platform in Tangerang City. The background of this study is based on the phenomenon of increasing online shopping trends among Generation Z, particularly through Shopee, which utilizes price discount promotion strategies and hedonic shopping experiences. This study employs a quantitative method with a causal approach, involving 145 Generation Z respondents in Tangerang City selected using purposive sampling. Data collection was conducted via a questionnaire and analyzed using SmartPLS 3.2.9. The results indicate that price discounts and hedonic shopping significantly influence both impulse buying and purchase intent. Additionally, impulse buying was found to mediate the relationship between price discounts and hedonic shopping on purchase intent. These findings indicate that promotional strategies involving discounts and enjoyable shopping experiences can encourage impulsive purchasing behavior, ultimately increasing consumer purchase intent. This study provides practical implications for businesses and marketers in designing effective promotional strategies for the Generation Z market