Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 24 No. 12 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

COMPARATIVE ANALYSIS ON THE INFLUENCE OF BRAND IMAGE AND SALES PROMOTION ON IMPULSIVE BUYING BEHAVIOUR BETWEEN GENERATION Z AND GENERATION X CUSTOMERS AT STARBUCKS MANADO

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  • Christopher Henly Pattiwael,
  • David Saerang,
  • Johan Reiner Tumiwa
Christopher Henly Pattiwael
University of Sam Ratulangi Manado
David Saerang
University of Sam Ratulangi Manado
Johan Reiner Tumiwa
University of Sam Ratulangi Manado

Published 2025-11-07

Keywords

  • Brand Image,
  • Sales Promotion,
  • Impulsive Buying Behavior,
  • Generation Z,
  • Generation X

How to Cite

COMPARATIVE ANALYSIS ON THE INFLUENCE OF BRAND IMAGE AND SALES PROMOTION ON IMPULSIVE BUYING BEHAVIOUR BETWEEN GENERATION Z AND GENERATION X CUSTOMERS AT STARBUCKS MANADO. (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(12), 591-600. https://cibjournal.com/index.php/musytari/article/view/1227

Abstract

This study examines the comparative influence of brand image and sales promotion on impulsive buying behavior between Generation Z and Generation X customers at Starbucks in Manado. The research objectives are to analyze the simultaneous and partial effects of these variables on impulsive buying for each generation and to identify any differences between them. Employing a quantitative comparative approach, data were collected via questionnaires using a Likert scale from 200 respondents (100 from each generation) selected through purposive sampling. Multiple linear regression, t-tests, and F-tests were used for analysis. The findings reveal that sales promotion has a significant positive effect on impulsive buying behavior for both generations, while brand image does not. The simultaneous influence of brand image and sales promotion is significant for each group, but there are no significant differences in these effects between Generation Z and Generation X. These results imply that sales promotions are a more effective driver of impulsive purchases across generations at Starbucks Manado, offering practical insights for tailored marketing strategies and contributing to consumer behavior literature.

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