Nurul yuyu Mutmainnah, Abd Rahim, Najamuddin Najamuddin

Determinants of Impulsive Buying Behavior among Millennials and Generation Z

Introduction

Determinants of impulsive buying behavior among millennials and generation z. Explore the key determinants of impulsive buying behavior among Millennials and Generation Z. Understand consumer psychology and purchasing decisions in these vital cohorts.

Abstract

Review

This manuscript, titled "Determinants of Impulsive Buying Behavior among Millennials and Generation Z," proposes a highly relevant and timely investigation into a significant aspect of modern consumer behavior. The focus on two prominent and increasingly influential demographic cohorts, Millennials and Generation Z, positions the study to offer valuable insights into purchasing patterns that are particularly pertinent in the digital age. The explicit aim to identify "determinants" suggests a research design geared towards understanding the causal factors or significant influences behind impulsive buying, a phenomenon with substantial implications for both consumer welfare and business strategy. However, a comprehensive and in-depth review is significantly constrained by the absence of the abstract. Without this crucial summary, it is impossible to evaluate the study's specific methodology, theoretical framework, scope of analysis, or the particular determinants it intends to investigate (e.g., psychological, social, situational, digital). These details would typically inform the assessment of the study's originality, the rigor of its approach, and its potential contribution to existing literature. For instance, understanding if the study employs a quantitative survey, qualitative interviews, or a mixed-methods approach, and across which geographical context, is vital for judging its potential strengths and limitations. Assuming a well-executed methodology outlined in a complete abstract, the findings of this research could hold substantial implications for marketers, retailers, and consumer educators. The potential for a comparative analysis between Millennials and Gen Z offers a unique opportunity to highlight generational nuances in impulsive buying drivers, which could inform highly targeted marketing campaigns and responsible consumption initiatives. To maximize its impact, future iterations of this review would require the full abstract to critically assess the definitions of key terms, the originality of the research questions, and the expected outcomes.

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