Do Emotions Matter? Positive Emotions as a Mediator Between Gamification, Discounts, and Impulse Buying Among Gen Z
Purpose: This study examines the influence of gamification and price discounts on impulse purchases among Generation Z, with positive emotions as a mediating variable. Method: A quantitative approach was employed, using primary data collected through an online questionnaire distributed via social m...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business
2025-05-01
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| Series: | Journal of Enterprise and Development |
| Subjects: | |
| Online Access: | https://journal.uinmataram.ac.id/index.php/jed/article/view/13182 |
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