Analysis of the Influence of Digital Advertising and Social Media Influencers on Impulse Buying Behavior Among Generation Z: An Empirical Study of Students of the Faculty of Economics and Business, Wahid Hasyim University, Semarang

Abstract

In today's digital era, social media has developed into a very influential platform in various aspects of life, including in the business sector. One of the main advantages of social media is its ability to strengthen a company's brand and introduce products offered to influence consumer purchasing decisions. This study aims to determine and analyze the influence of digital advertising and social media influencers on the tendency of impulse buying among Generation Z in students of the Faculty of Economics and Business, Wahid Hasyim University. This research method is descriptive research using a Quantitative approach by distributing questionnaires to Generation Z in students of the Faculty of Economics and Business, Wahid Hasyim University. Sampling was carried out using probability sampling techniques, with a total of 68 respondents. The data analysis technique used to test the research hypothesis is multiple linear regression analysis.

The results of the study indicate that digital advertising and social media influencers partially have a positive and significant effect on impulse buying among Generation Z students of the Faculty of Economics and Business, Wahid Hasyim University. This study concludes that digital advertising and social media influencers have a significant impact on the tendency of impulse buying among Gen Z students of the Faculty of Economics and Business, Wahid Hasyim University. These results indicate that both components can effectively encourage impulse buying behavior. Attractive digital advertising and influencer involvement on social media contribute positively to spontaneous purchasing decisions among respondents.