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American Journal of  Economics and 
Business Innovation (AJEBI)

The Influence of  Online Sales Promotion on Impulsive Buying Behavior 
among Gen Z Consumers

Shenna Marrie Obiso1, Cheryl Balala1, Elvan Klien Samson1, Albert A. Alonzo1*, Djannez M. Dadole1, Heidie Amor A. Parcia1

Volume 4 Issue 2, Year 2025
ISSN: 2831-5588 (Online), 2832-4862 (Print)

DOI: https://doi.org/10.54536/ajebi.v4i2.4799
https://journals.e-palli.com/home/index.php/ajebi

Article Information ABSTRACT

Received: March 15, 2025

Accepted: April 24, 2025

Published: May 31, 2025

This study investigated the influence of  online sales promotions on impulsive buying behavior 
among Gen Z consumers in Naawan, Misamis Oriental, Philippines. Leveraging Hawkins 
Stern’s Impulse Buying Theory, the research examined how specific promotions, including 
online coupons, price discounts, buy-one-get-one, and free shipping, influenced purchasing 
decisions. A descriptive-correlational design was employed, utilizing purposive sampling of  
300 gen Z consumers with experience in online shopping applications. Findings revealed 
that there were statistically significant differences in the impulsive buying behavior of  Gen 
Z consumers depending on the type of  online sales promotion they preferred. Among 
the four promotional strategies examined, price discounts and free shipping stood out as 
the most influential. These two promotions were found to significantly predict impulsive 
buying behavior, indicating that when Gen Z consumers are offered a direct reduction in 
price or the added convenience of  not having to pay for shipping, they are more likely to 
make unplanned purchases. This suggests that perceived value and ease of  transaction are 
key drivers of  impulsivity in online shopping among this demographic. In contrast, online 
coupons did not exhibit a significant effect on impulsive buying behavior. This may be 
attributed to the extra steps often required to redeem such coupons, which could reduce 
the spontaneity of  the purchase decision. Additionally, the buy-one-get-one-free (BOGO) 
strategy, while initially included in the analysis, was excluded from the regression model due 
to multicollinearity. This means that BOGO offers were too closely related to one or more 
of  the other promotional strategies, making it difficult to isolate their unique effect. These 
findings indicate that for brands that want to help push a Gen Z consumer to purchase 
impulsively, they should lead with promotions that simply cut the cost of  the purchase or 
provide a high perceived value in exchange for that purchase

Keywords
Buy-One-Get-One-Free, Free 
Shipping, Impulsive Buying 
Behavior, Online Coupon, Online 
Sales Promotion, Price Discount 

1 Department of  Accountancy and Business Management, Mindanao State University at Naawan, Philippines
* Corresponding author’s e-mail: imadbiotechnology@gmail.com

INTRODUCTION
The internet era has transformed consumer purchasing 
behavior, particularly among the younger generations. 
Tech culture has greatly influenced the consumption 
patterns for Gen Z. Similarly, it has laid the foundation 
for well-accepted marketplaces through e-commerce 
platforms, where customers can easily access a wide 
variety of  products and services. In addition to online sales, 
internet retail operations also involve things like online 
sales promotions, which usually use persuasive marketing 
techniques. The digital age has changed how consumers 
behave, especially for the younger generations. Gen Z, 
are digital natives and tend to seek out online platforms 
to do everything from shopping to social interactions. 
Impulse buying, where people make unplanned 
purchases without prior thought or consideration, has 
long intrigued the attention of  marketers and researchers 
alike. Individual personality traits, emotional state, and 
external environmental triggers influence this behavior. 
As per Indeed (2023), the typical sales promotions include 
online coupons, discounts for products, buy-one-get-
one-free deals, and free shipping. Additionally, marketers 
and companies can also modify their marketing strategy 
so they can appeal more to the population that will 
ultimately improve their marketing visibility, awareness 
to their brand, and be more competitive (Nyagah, 2023). 

Utilizing promotional methods is among the most 
critical components of  any good marketing strategy. 
Sales promotion– one of  the promotional strategy’s 
components has gained huge popularity in the digital age, 
as companies leverage multiple platforms and techniques 
to reach and engage with customers. All companies rely 
on their customers to keep coming back over and over 
again. The continuing diversity of  the marketplace has 
resulted in increasing needs for sales promotion even the 
culture of  sales promotion has been so common in a 
technology-driven society. 
As stated by Sloovi (2023), every business entity 
should have a directory of  strategies for sales promotions. 
And discount coupons on request have become a 
substantial weapon of  businesses craving for additional 
revenue, cultivate customer loyalty and stimulate sales 
(Agarwal et al., 2024). Historically, sales promotions 
mainly took place through offline platforms like print 
media, airwaves and in-store displays. But with the rise of  
e-commerce has come the rise of  online sales promotions. 
Digital transformation became an essential survival 
strategy, allowing businesses to leverage e-commerce 
platforms, implement digital marketing methods, and 
adopt innovative pricing approaches to maintain their 
operations (Abellana & Alonzo, 2025). Promotion tactics 
used by businesses have become more sophisticated, 



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using data analytics and personalization to reach specific 
consumer segments effectively. Thus, this has made Gen 
Z consumers to buy impulsively thanks to the ubiquity of  
online shopping and aggressive marketing tactics. Some 
unplanned purchases, usually caused by sales promotions 
and can be a trap that costs you a debt and financial stress.
Although existing literature implies an overall increase in 
impulsive buying through promotional strategies (Karim 
et al., 2021), there is still a need to consider such specifically 
the Gen Z of  Naawan, Misamis Oriental. This study 
examines the influence of  selected sales promotions on 
the impulsive buying behavior of  this population. By 
delving into the multifaceted nature of  these factors, this 
study aims to provide a deeper understanding of  how 
Gen Z navigates the challenges of  online promotion.

LITERATURE REVIEW
Theory of  Impulsive Buying 
The research is grounded in the Theory of  Impulse Buying 
proposed by Hawkins Stern (1954). He introduced the 
impulse buying theory challenging the assumption that 
all buying decisions are made after though and detailed 
planning by the consumer. Impulse Buying Theory asserts 
that external stimuli make consumers more inclined to 
impulse purchase (Agarwal & Chetty, 2019). Also, the 
theory suggests that when a consumer goes shopping, 
they are bombarded by outside stimuli, like sales, which 
urge them to make a spontaneous purchase that they did 
not plan to buy beforehand. Moreover, the theory sheds 
light on the cognitive and emotional factors that drive 
impulsive buying behavior, and how sales promotions 
influence consumer choice. Although all impulse 
purchases can be considered unplanned, but Sohn and 
Ko (2021) argue that not all unplanned purchases are 
impulse. A customer feels the need to purchase but has 
not included a functional product in their shopping list 
beforehand for some reason so it may lead to unplanned 
purchase. This means that the strong want that typically 
comes with impulse purchases may not always accompany 
unanticipated purchases. Additionally, Ismail and Siddiqui 
(2019) noted that the advantage of  sales promotion 
offers could attract many customers to deal with level of  
comfort, time, and money preservation, thus consumers 
enjoy much better sense between hopeless and positivity. 
This holds true regardless of  age, gender, income, or 
employment. Promotional events and discount also 
stimulate impulsive buying behavior particularly among 
younger consumers (Santini et al., 2019). It can even be 
argued that Gen Z makes spur of  the moment purchases 
because of  their engagement with digital marketing 
techniques that promote instant gratification and rarity, 
both of  which have been discovered to drive impulsive 
buying action, as also simplicity and speed is one of  the 
keys to impulsive buying decision (Chetioui et al., 2023).

Online Sales Promotion
Online sales promotion is a marketing strategy that 
businesses employ as a short-term promotion or offer to 

boost interest in and demand for their goods and services. 
According to Kelwig (2022), a business may decide to 
utilize a sales promotion, or “promo,” for a variety of  
reasons, but the main one is to boost sales. Ismail and 
Siddiqui (2019) emphasize that promotion is essential for 
any business to preserve market share and grow more 
efficiently. Sales promotion is one strategy that can help 
achieve this. During shopping, these offerings influence 
how customers act or think, persuading potential 
customers to buy a brand or product.
Keenan (2024) defines sales promotion as a marketing 
activity that can increase sales, encourage repeat 
purchases, create brand awareness. Usually, this means 
offering a discount or some other form of  incentive to 
encourage people to interact with the brand or purchase 
the products. Sales promotions are some of  the most 
tried-and-true marketing techniques in business — and 
with good reason. Approximately 88% of  consumers use 
a coupon or discount code at least yearly. From business 
point of  view, sales promotions develop to high revenue 
while from customers point of  view, it gets special offer. 
A promotional event that requires consumers to put in 
more effort or to make more of  a commitment produces 
a somewhat lower impulsive reaction than a promotion 
whose role is simply to get people shopping online. 
This is probably because they require a deeper level of  
involvement, which may delay the urgency of  the buying 
decision (Luo et al., 2021).
In the top websites in the Philippines, the most popular 
marketplace in March 2024 was Shopee, which was rated 
first and followed by Lazada. According to the Statista 
Research Department, as of  the second quarter of  2022, 
Shopee was the most well-known B2C e-commerce 
website in the Philippines with around seventy-two million 
(72 million) monthly web visitors. Tools that Shopee offers 
include Bundle Deals, which give customers better value 
for their money while increasing average order spend, 
Add-on Deals, which encourage a guaranteed minimum 
spend through free gifts or additional discounts, Shipping 
Fee Promotion, which encourages purchases with free 
shipping or discounted shipping fees, and Shop Follow 
Prizes, which use vouchers to entice new shop followers. 
These tools highlight the unique selling point and enhance 
interest in the shop or products, encouraging customers to 
take immediate action. Trailing closely behind in second 
place was Lazada, boasting over thirty-seven million (37 
million) monthly visitors. Lazada empowers sellers with 
a suite of  tools called the Power of  Five (5). These tools 
include Seller Picks, Lorikeet, Chat, Promotional Tools, 
and Store Builder. By utilizing these key tools, Lazada 
sellers can effortlessly boost their sales.

The Influence of  Online Coupon on Impulsive 
Buying Behavior
According to Nejako (2023), in this highly competitive 
market, acquiring new customers and retaining 
current customers are paramount. One way in which 
businesses can increase sales, create customer loyalty, 



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and engage customers all at the same time is by using 
online coupons. Not only does this strategy incentivize 
customer purchases, it also encourages repeat business 
with special offers for loyal customers. Atkins (2024) 
mentions that a large pool of  customers is likely to 
be noticed when businesses present online coupons, 
as the audience searching for online shopping is ready 
to spend. Customers frequently search for deals while 
they make a purchase, with recent studies finding that 
ninety-two percent (92%) of  customers actively search 
for coupons and discount codes to get great deals. 
This behavior is fueled by the nature of  online retail, 
where customers know they have many options at their 
disposal. Besharat et al. (2021) stated that you can help 
Gen Z buy your products by appealing to them with 
discounts, but Gen Z is not only motivated by discounts; 
there are other factors that they take into consideration. 
Coupons can also build customer loyalty, leading to repeat 
purchases, as customers will repeatedly take advantage 
out of  deals and special offers, specifically when coupons 
are attached to customer loyalty programs. Keep in mind 
that discounted items attract more sales than full-priced 
ones, and coupons make the chances of  conversions 
more likely.
  H1 Online Coupon significantly influence impulsive 
buying behavior

The Influence of  Price Discount on Impulsive 
Buying Behavior
The use of  price discounts has been identified as one 
of  the most effective marketing tactics used to bring 
consumers into the store and to encourage immediate 
purchases by creating the perception of  a limited-time 
purchase trigger, with the consequence being to spur 
purchases by consumers immediately to avoid miss out 
on buying (Santini et al., 2019). Presents research suggests 
discounts affect consumer purchasing behavior and 
discounts can easily convince consumers, attract new 
customers, increase sales, and boost customer loyalty 
Chaddock (2024). They also influence purchase behavior 
and may lead to higher sales conversion rates. Price 
discounts make customers happy and excited as they 
discover a good deal, which creates a positive association 
between customers and the retailer, leading to an increased 
likelihood of  future purchases (Kathir and Amirtharaj, 
2023). Also, when customers see other people taking 
the same offer, it increases their likelihood of  a purchase 
via social proof. Huang and Sarigöllü’s (2021) research 
reinforce the idea that promotional strategies, most 
significantly in the form of  discounts, may create higher 
perceived value for young globe consumers, leading to 
effective purchasing behavior. Kumar and Singh (2020) 
similarly found that price promotions have a higher 
precedence for Gen Z shoppers, especially when they 
operate within competitive markets, whereas Wang et al. 
(2022) noted that Gen Zs are driven by the perception of  
savings, and these impulses lead them to buy the products.
  H2 Price Discount significantly influence impulsive 

buying behavior

The Influence of  Buy-One-Get-One Free on 
Impulsive Buying Behavior
Buy-one-get-one free is a type of  promotion is often used 
to increase sales volume, clear out excess inventory, or 
introduce new products to the market. The buy one, get 
one (BOGO) sales campaign is a well-known and widely 
used marketing tactic (Kelwig, 2022). The main goal of  
BOGO marketing is to increase consumer awareness of  
the product. By spreading the word about their excess 
goods, customers can increase their customer base by 
referring friends and relatives. According to Said et al. 
(2023), BOGO promotions create a perception of  greater 
value and encourage trial purchases, particularly among 
younger shoppers. 
According to Dawal (2023) it is a sales promotion where 
customers who purchase one product of  equal or greater 
value are given the option to receive a free product or 
discounted goods (for example, paying only half  price). 
This promotion has its roots in the early days of  retail 
and e-commerce, when businesses would give away a free 
item to consumers who purchased another. Commonly 
employed to promote new products or during slow times, 
these kinds of  promotions worked very well to persuade 
people to buy more items by providing a second unit 
of  the same product free of  charge or at a substantial 
discount (Suhag, 2023).
  H3 Buy-One-Get-One Free significantly influence 
impulsive buying behavior

The Influence of  Free Shipping on Impulsive Buying 
Behavior
Customers who buy online are increasingly opting for 
free shipping when they do not wish to spend an extra 
cost on shipping. Free shipping is palatable to clients with 
an eye for simple pricing plans, which may provide online 
merchants a reasonable advantage. According to Yang et 
al. (2005), free shipping is crucial in attracting customers 
and expanding sales as the shipping costs prevent most 
online buyers and around sixty percent of  online retailers 
from purchasing more. Some customers are deterred 
by shipping costs, so free shipping is a strong selling 
point (Detweiler, 2023). Free shipping is perceived as a 
strong incentive to make an online purchase, allowing the 
removal of  barriers to purchase and promoting a sense 
of  provides savings (MacDonald, 2023). Businesses can 
offer free shipping if  the order is over a certain amount 
or during a specified time. This sort of  promotion 
is especially effective for lowering shopping cart 
abandonment rates since excessive shipping rates can 
prevent a client from finalizing their purchase. Free 
shipping is a sales and marketing strategy that is targeted 
primarily at internet shoppers. In order to persuade 
customers to buy qualifying products, online retailers 
will often waive delivery expenses (Heegaard, 2022). 
Gen Z shoppers are especially impacted by free shipping, 
given that they respond well to digital marketing that 



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highlights immediate rewards and minimizes perceived 
risks (Shankar et al., 2020). 
For Gen Z, free shipping is less a perk than it is an 
expectation, and a major one at that (Faber, 2024). 
Free shipping contributes to frugal and pleasurable 
shopping journeys for younger demographics, therefore 
fostering repeat orders (Raye, 2019). Previous studies 
showed where Gen Z believes free shipping plays an 
important role in buying decisions (Reynolds, 2023; 
Pérez-Cabañero, 2020). Yendola et al. (2022) showed that 
beneficial conditions of  free shipping increased hedonic 
motivation and positive feelings which resulted in more 
impulsive purchasing decisions. With free shipping 
being a strong customer satisfaction associated attribute 
along with a bait for impulse purchase behavior for 
younger audience therefore, implementing free shipping 
facility is one solution to implement which will not only 
improve customer satisfaction level but also greatly 
profit impulsive buy behavior. Pramesti et al. (2022) 
further supports this by confirming that free shipping 
lowers perceived costs, triggering impulsive purchasing 
behaviors and compelling online shoppers to do so.
  H4 Free Shipping significantly influence impulsive 
buying behavior.

MATERIALS AND METHODS
This study used quantitative method. It also employed 
descriptive and correlational design provide thorough 
and accurate interpretations of  findings. This study was 
conducted at Naawan, Misamis Oriental. The respondents 

belonged to Generation Z, encompassing individuals 
born between 1997 and 2012. Furthermore, participants 
had practical experience using online shopping 
applications and engaged with online sales promotion 
tools, including online coupons, product discounts, buy-
one-get-one-free offers, and free shipping services. The 
researchers used a purposive sampling procedure to select 
respondents for this study. Purposive sampling involves 
selecting participants based on specific criteria relevant 
to the research objectives (Nikolopoulou, 2022). This 
method ensures the relevance and complexity of  the 
data gathered by allowing researchers to select individuals 
with qualities or experiences pertinent to the study. In 
this type of  non-probability sampling, the researchers 
selected participants based on their judgment and specific 
criteria, aiming to recruit 300 respondents. The research 
instrument was adapted and modified from various 
questionnaires used in prior studies (Ismail & Siddiqui, 
2019; Yendola & Windasari, 2022; Rani, 2023) to ensure 
relevance to the research objectives. An online survey 
form via Google Forms was chosen for convenience in 
accessing respondents.

RESULTS AND DISCUSSION
The demographic profile of  respondents indicates most 
are female participants, with 210 out of  300 respondents 
(70%) identifying as female, while 90 respondents (30%) 
were male. This finding aligns with Narciso (2020), who 
noted that females are more inclined to use coupons and 
view shopping as a rewarding activity and they also tend 

Table 1: Demographic Profile of  Respondent
Description Criteria Frequency ( f  ) Percentage ( % )
Age
17 - 20 years old 127 42.3
21 - 24 years old 154 51.3
25 - 27 years old 19 6.3
Total 300 100%
Sex
Female 210 70
Male 90 30
Total 300 100%

Table 2: Constructs
Constructs Cronbach Alpha No. of  Items Remarks
Online Coupons 0.923 5 Excellent
Price Discount 0.919 5 Excellent
Buy-One-Get-One Free 0.917 5 Excellent
Free Shipping 0.919 5 Excellent
Impulsive Buying Behavior 0.853 5 Good
Overall 0.888 30 Good

to appreciate discounts offered for purchasing products 
online. In terms of  age distribution, most respondents 
were between 21 and 24 years old, comprising 154 

respondents (51.3%), while those aged 17 to 20 made 
up 127 respondents (42.3%), and only 19 respondents 
(6.3%) were between 25 and 27 years old. This shows that 



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young adults aged 21-24 are the most engaged in online 
shopping. 
Table 2 presents the Cronbach’s alpha coefficients 
corresponding to each construct. The overall Cronbach’s 
alpha value of  0.888 indicates a high level of  internal 
consistency among the survey items. This value aligns with 
the widely recognized standards for reliability in empirical 

research. Consequently, the items within the questionnaire 
demonstrate strong internal coherence, suggesting that 
they reliably measure a common underlying construct. 
Table 3 presents the mean scores and standard deviations 
concerning the influencing effect of  online sales 
promotional strategies and impulsive buying behavior 
among Generation Z. It was revealed that the mean 

Table 3: Level of  Influence of  the following Online Sales Promotion Strategies and Impulsive Buying Behavior
Constructs Mean Standard Deviation Interpretation
Online Coupons 3.10 .52 Moderate Influence
Price Discount 3.19 .50 Moderate Influence
Buy-One-Get-One Free 3.17 .55 Moderate Influence
Free Shipping 3.46 .50 High Influence
Impulsive Buying Behavior 3.08 .50 High Impulsivity
Overall 0.888 30 Good

Table 4: Test of  Difference of  Impulsive Buying Behavior when Grouped According to the Preferred Online Sales Promotion
Online Sales Promotion Impulsive Buying Behavior

df Kruskal-Wallis H p-value
Online Coupons 3 40.936*** .000
Price Discounts 3 54.586*** .000
Buy-one-get-one Free 3 40.371*** .000
Free Shipping 3 80.330*** .000

Note: *** - significant at 0.001 level

score for the online coupons construct was 3.10 (SD 
= 0.52), showing moderate influence. This means 
that these types of  offers can be a huge push for Gen 
Z students to interact with brands they may not have 
previously associated with. As noted by Said et al., 
(2023), when Generation Z consumers make purchasing 
choices, they often favor promotions based on pricing, 
especially in competitive retail consumption settings. 
In a similar pattern, price discounts showed moderate 
power, with an overall mean of  3.19 (SD = 0.50). This 
backs up the claim made by Said et al., (2023) and price 
sensitivity is the most important predictor of  purchase 
behavior of  younger consumers. The buy-one-get-
one free promotional strategy demonstrated a similar 
effect (M = 3.17, SD = 0.55), also affording further 
credence to Gen Z consumers consumer sensitive. On 
the other hand, free shipping showed a comparatively 
greater level of  impact with an average score of  3.46 (SD 
= 0.50). As Raye (2019) suggest, free shipping incentives 
are part of  positive consumers experience by lowering 
the overall perceived costs of  a transaction, which drives 

more recurrence. As observed by Shankar et al., (2020), it 
is possible that these promotional strategies have exerted 
a salient influence on Gen Z due to their cumulative 
exposure to digital marketing approaches that foster 
immediacy and accessibility, thereby increasing insider 
risk, and framing rapid rewarding under direct provision 
as the end goal.
In addition, data display average scores on and standard 
deviations of  impulsive buying behavior of  Gen Z 
students, proving the tendency of  this group to be prone 
to high impulsivity. The overall mean of  the construct 
was 3.08 (SD = 0.50). This is in accordance with the 
results of  Santini et al. (2019) who noted that price-
based promotions and other time-limited offers trigger 
impulsivity, particularly in young adults. As discussed 
by Chetioui et al. (2023) suggests that the impetuous 
purchasing inclination of  Generation Z may be mediated 
through digital marketing tactics that exploit the concepts 
of  scarcity and urgency, which are both known to amplify 
impulsive reactions during consumer decisions.

Table 4 shows the results of  the Kruskal-Wallis H test 
analyzed to identify the significant difference of  impulsive 
buying behavior groups based on the preferred type of  
online sales promotion among Z Generation consumers. 
As displayed in the table above, all four promotional 
strategies—online coupons, price discounts, buy-one-get-
one-free offers, and free shipping—yielded statistically 
significant results at the 0.001 level. In particular, online 
coupons demonstrated an H value of  40.936 (p =. 000), 

signifying those respondents who preferred the subject 
of  the promotion exhibited significant differences 
in impulsive buying. In the same way, price discounts 
had an H value of  54.586 (p =. 000) which means that 
price-based incentives have an especially high incentive 
shed on impulsive buying tendency. Buy-one-get-one-
free promotions exerted a strong effect, too, with an 
H value of  40.371 (p =. 000), but this behavioral tilt 
was compounded by the increase in added-value deals. 



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Free shipping had the greatest impact ((H = 80.330; p 
=. 000), suggesting that this strategy is most effective in 
distinguishing impulsive buying behaviors between the 
Gen Z consumers. According to Chetioui et al. Such 
behaviors, according to (2023), can be explained by Gen 
Z’s improved attentiveness to digital marketing strategies 
which are related to immediate indulgence and decreased 

perceived hazards. As observed by Santini et al. (2019) 
Marketing stimulation frequently leads to impulsive 
behavior particularly in the younger demographics. In 
general, the findings provide evidence that the type of  
online marketing strategy has a significant impact on the 
impulsive buying behavior of  Gen Z consumer.

Table 5: Regression Analysis of  Online Sales Promotional Strategy and Level of  Impulsive Buying Behavior among 
Gen Z Respondents
Model Unstandardized Coefficients t-value p-value Remark

B S. E.
(Constant) .560 .192 2.919 .004 Significant
Online Coupons (X1) .129 .088 1.467ns .143 Not Significant
Price Discounts (X2) .253 .101 2.500* .013 Significant
Free Shipping (X3) .372 .087 4.275*** .000 Significant

Note: R2 = .375, ANOVA for Regression: F=44.305**, p=.000     
Excluded Variable: Buy One Get One Free (Collinearity Statistics Tolerance = 0.000)
***-significant at .001 level, *-significant at .05 level 
Dependent Variable (Y) = Level of  Impulsive Buying Behavior
Fitted Regression Model: Y = .560 + .253X2 + 0.372X3

Table 5 presents the results of  the regression analysis 
which were carried out to examine the influence of  online 
sales promotional strategies on Gen Z respondents 
impulsive buying behavior. To construct the model, 
three promotional strategies are included—namely, online 
coupons (X1), price discounts (X2), and free shipping 
(X3); the buy-one-get-one free strategy was excluded 
due to perfect multicollinearity (tolerance = 0.000). The 
ANOVA (F = 44.305, p = .000) suggests that the overall 
regression model was statistically significant (p=.000), 
and accounts for 37.5% of  the variance in the impulsive 
buying behavior (R² = 0.375).
The equation for the fitted regression is: Y = 0.560 + 
0.253X2 + 0.372X3
Regarding the significant factors, price discount (X2) is 
statistically significant as a positive factor influencing 
impulsive buying behavior (β = 0.253 p =. 013), 
indicating that a one-unit increase in price discounts 
leads to a 0.253 increase in the level of  impulsive buying. 
This result is in line with Said et al., (2023), which found 
that purchase decisions among Gen Z are particularly 
swayed by price discounts. Moreover, the ability to 
offer free shipping (X3), proves to be the most powerful 
predictor (B = 0.372, p = .000), aligning with earlier 
research (Raye, 2019) that depicted free shipping as an 
antecedent of  repeat purchasing due to its perceived 
value and convenience.
In comparison, online coupons (X1) have a statistically 
non-significant effect (B = 0.129, p = .143), which 
suggests that this approach might not be one of  
the effective strategies for reducing impulse buying 
behavior for Gen Z consumers within this context. The 
other constant of  B=0.560 performed with indicator 
significance (p =. 004), which indicates the average level 
of  impulsive buying behavior when no promotional 

strategies were applied.
All in all, the findings highlight that, of  all the promotional 
tools investigated, price discounts and free shipping 
are significantly predictive of  the extent of  impulsive 
buying behavior, while electronic coupons do not show a 
significant effect. These findings indicate that for brands 
that want to help push a Gen Z consumer to purchase 
impulsively, they should lead with promotions that simply 
cut the cost of  the purchase or provide a high perceived 
value in exchange for that purchase.

CONCLUSION
The results reveal that online sales promotions, such 
as free shipping and price discount promotions, have 
a strong effect on Gen Z’s impulsive purchasing 
behavior in Naawan. These marketing gameplans 
significantly influence their spending patterns, as they tend 
to spend impulsively without over-zealous considerations. 
They have a significant influence on their expenditure 
patterns, frequently resulting in unanticipated and 
impulsive buys. This finding is consistent with one of  the 
constructs of  Hawkins Stern’s Impulse Buying Theory, 
which claims that impulse-buying patterns of  consumer 
behavior are often provoked by external stimuli. 
Promotional strategies like discounts and shipping 
incentives have been shown to trigger impulsions in 
the digital marketplace, confirming the relevance of  the 
theory in the context of  online shopping
Thus, the study provides evidence that businesses can 
strategically use the more impulsive behavior of  Gen Z 
by tailoring online promotional effort particularly those 
that highlight features of  cost savings (e.g., free shipping 
and discounts). Additionally, marketers are advised to 
create campaigns focusing on convenience and instant 
gratification, as they have proven appealing to this 



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consumer audience. Gen Z appreciates efficiency and 
responsiveness in their online shopping journeys. As a 
result, buyers may be more responsive to promotional 
messages focused on immediate rewards, thus increasing 
sales effectiveness. Not only does this align with Gen Z 
behavioral tendencies, but it also cements the necessity of  
digital promotions in their purchasing decisions.

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