The Influence of Sales Promotion, Price, and Product Quality on Impulsive Buying Through Lifestyle Mediation on Generation Z Shopee Users in East Java

The purpose of this study was to determine the effect of sales promotion, price, and product quality on impulsive buying through lifestyle mediation on Generation Z shopee users in East Java. This study is a type of explanatory research; the population of the study is Generation Z in East Java who are active Shopee users. The sampling technique used is non-probability sampling with a purposive sampling method of 220 respondents. The data analysis method uses Partial Least Square (PLS) with the help of the Smart PLS 4.0 application. Model testing is carried out through the stages of testing the outer model (validity and reliability), inner model (R², f², Q², and GoF tests), and hypothesis testing using bootstrapping techniques. The conclusions from the results of the analysis and discussion are as follows: 1) Sales promotion has a significant effect on impulsive buying. 2) Price has a significant effect on impulsive buying; 3) Product quality has a significant effect on impulsive buying. 4) Sales promotion, price, and product quality also have a significant effect on lifestyle; 5) Lifestyle has a significant effect on impulsive buying. 6) Lifestyle significantly mediates the influence of sales promotion, price, and product quality on impulsive buying