The influence of advertising neuromarketing, bandwagon effect, and e-money on gen Z’s attitude and compulsive buying

Authors

  • Khairunissa Hafid Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak
  • Erna Listiana Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak
  • Barkah Barkah Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak
  • Ana Fitriana Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak

DOI:

https://doi.org/10.53088/jmdb.v5i1.1331

Keywords:

Neuromarketing Advertising, Bandwagon Effect, E-money, Consumer Attitude, Compulsive Buying

Abstract

This study aims to determine the effect of Neuromarketing Advertising, Bandwagon Effect, and E-Money Usage on Generation Z’s Compulsive Purchasing Behavior of Cosmetic Products, with Consumer Attitude as the mediator. Neuromarketing advertising utilizes neuroscience to subconsciously influence consumer emotions, while the Bandwagon Effect encourages the adoption of popular trends. The simplicity of Internet transactions combined with e-money encourages hasty purchases. Consumer attitudes influence the relationship between these factors and obsessive buying behavior. The population of this study is all Generation Z cosmetic users in Indonesia. The study sample amounted to 223 respondents. Purposive sampling, a non-probability sampling strategy, was used in this study, and structural equation modeling (SEM) was used for data analysis. The findings in this study show that advertising neuromarketing, the bandwagon effect, and e-money usage influence compulsive buying through customer attitude. However, neuromarketing advertising on compulsive buying through customer attitude does not have a significant impact, so further study is still required.

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Published

2025-01-29

How to Cite

Hafid, K., Listiana, E., Barkah, B., & Fitriana, A. (2025). The influence of advertising neuromarketing, bandwagon effect, and e-money on gen Z’s attitude and compulsive buying. Journal of Management and Digital Business, 5(1), 35–51. https://doi.org/10.53088/jmdb.v5i1.1331

Issue

Vol. 5 No. 1 (2025): Journal of Management and Digital Business

Section

Articles

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Copyright (c) 2025 Khairunissa Hafid, Erna Listiana, Barkah Barkah, Ana Fitriana

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