THE INFLUENCE OF CONTENT MARKETING, ELECTRONIC WORD OF MOUTH (E-WOM), AND SHOPEE APPLICATION PRICE DISCOUNT ON THE BUYING IMPULSE OF JINISO FASHION PRODUCTS IN GENERATION Z IN THE CITY OF SURABAYA

Perkembangan teknologi informasi mendorong adanya kemajuan dalam berbagai inovasi. Salah satu dari bentuk inovasi ini adalah terciptanya e-commerce. JINISO merupakan salah satu pelaku bisnis yang bergerak di bidang fashion memanfaatkan e-commerce  Shopee sebagai media promosi dan penjualannya. Tujuan penelitian ini adalah untuk menganalisis pengaruh content marketing, electronic word of mouth dan price discount terhadap impulse buying produk fashion JINISO pada generasi Z di Kota Surabaya. Responden pada penelitian ini yaitu generasi Z Kota Surabaya yang lahir pada tahun 1997 – 2012 yang pernah melakukan impulse buying produk fashion JINISO di Shopee. Teknik pengambilan sampel menggunakan purposive sampling dengan teknik pengumpulan datanya menggunakan kuesioner yang disebarkan secara online menggunakan google form. Metode analisis data menggunakan metode PLSSEM dengan menggunakan software SmartPLS 4. Hasil dari penelitian ini menunjukkan bahwa content marketing , electronic word of mouth, dan price discount  berpengaruh positif terhadap impulse buying produk fashion pada generasi Z di Kota Surabaya baik secara parsial.

Kata Kunci : Content marketing, Electronic word of mouth, Price discount, Impulse buying

The development of information technology encourages progress in various innovations. One form of this innovation is the creation of e-commerce. JINISO is a business actor operating in the fashion sector using Shopee e-commerce as a promotional and sales medium. The aim of this research is to analyze the influence of content marketing, electronic word of mouth and price discounts on impulse buying of JINISO fashion products among generation Z in the city of Surabaya. Respondents in this study were generation Z from Surabaya City, born in 1997 - 2012, who had impulse bought JINISO fashion products at Shopee. The sampling technique uses purposive sampling with the data collection technique using a questionnaire distributed online using Google Form. The data analysis method uses the PLSSEM method using SmartPLS 4 software. The results of this research show that content marketing, electronic word of mouth, and price discounts have a positive effect on impulse buying of fashion products in generation Z in the city of Surabaya, both partially.

Keywords: Content marketing, Electronic word of mouth, Price discounts, Impulsive Buying