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Abstact This research aims to examine the role of social media influencers in Generation Z's impulse buying and consumption, focusing on a case study on the Shopee marketplace platform. Generation Z is a significant consumer group in today's digital economy, and social media has become one of the main channels to influence their shopping behavior. The research method used is a qualitative approach, which includes social media content analysis, generation Z interviews, and a survey to generation Z who shop at Shopee. The results of this study reveal that social media influencers have a significant role in influencing generation Z's impulse buying decisions on Shopee. They are able to create a strong shopping impulse through engaging and persuasive content.

This study seeks to investigate the relationship between discounts and product display in influencing impulsive buying among customers at Indomaret in Huko-Huko Village. The study encompassed all customers of Indomaret in Huko-Huko Village, with a sample of 110 respondents chosen using purposive sampling. The research data was analyzed using the Structural Equation Modeling (SEM-PLS) method. The results of the study indicate that discounts have a positive and statistically significant impact on impulsive buying, and product display also has a positive and significant influence on impulsive purchases