ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulFAKTOR-FAKTOR YANG MEMENGARUHI IMPULSIVE BUYING PADA GENERASI Z (STUDI KASUSU BELANJA ONLINE DI SHOPEE) |
| Nama: ABDUL WAHID RISKY |
| Tahun: 2023 |
| Abstrak The ease of access and time efficiency obtained make online shopping a place to meet the needs of an increasingly diverse community. Every year there is an increase in online shop users both as sellers and consumers. One of the consumer behaviors that often occurs in generation Z today is impulsive buying. This study aims to find out what are the factors that influence impulsive buying behavior in generation Z of Shopee marketplace application users. This research was conducted in April – June 2022 in Palu City. The determination to use the Shopee application is because this application is the most popular e-commerce among other similar applications. The determination of respondents was carried out intentionally (purposive sampling) using online media as a means of distributing questionnaires. The factors used in this study are product characteristics, store service quality, promotions, and money availability. The data analysis technique used in this study is multiple linear regression using the SPSS ver.25 data processing program. The results of this study show a simultaneous influence between impulsive buying and the factors used. As well as 50.9% of the factors used in this study influenced impulsive buying in generation Z and 49.1% were influenced by other factors. |