APAKAH BERBAGAI JENIS SALES PROMOTION TOOLS SHOPEE DAPAT MENDORONG PEMBELIAN IMPULSIF?:Survei Pada Konsumen Generasi Z Yang Berbelanja Produk Fashion Di Shopee - Nazhafah Chaerunissa, - (2023)
Kehadiran berbagai platform e-commerce yang didukung oleh perkembangan internet di Indonesia telah menciptakan gaya hidup modern dan praktis. Transaksi jual beli secara online yang semakin berkembang menimbulkan dorongan pembelian impulsif di antara pengguna. Namun terdapat fenomena bahwa tingkat impulse buying generasi Z masih rendah, fenomena tersebut dapat diatasi dengan berbagai cara salah satunya melalui sales promotion tools. Oleh karena itu, penelitian ini dilakukan dengan tujuan untuk mengetahui bagaimana kinerja sales promotion tools, tingkat perilaku impulse buying, serta mengetahui bagaimana pengaruh sales promotion tools Shopee terhadap perilaku impulse buying pada generasi Z. Penelitian ini menggunakan metode kuantitatif dengan pendekatan rumusan masalah deskriptif dan verifikatif dengan sampel yang digunakan sebanyak 396 responden generasi Z pengguna aktif Shopee yang mengikuti akun Instagram @shopeefashion_id serta memiliki pengalaman berbelanja produk fashion selama periode satu bulan terakhir. Hasil penelitian menunjukkan bahwa gambaran sales promotion tools Shopee serta tingkat perilaku impulse buying generasi Z berada pada kategori tinggi dan terdapat pengaruh positif yang signifikan pada sales promotion tools yang ditawarkan oleh Shopee terhadap perilaku impulse buying generasi Z. Dari tiga indikator sales promotion tools, Shopee perlu mengoptimalkan intensitas promosi khususnya pada buy one get one free. The presence of various e-commerce platforms supported by internet development in Indonesia has created a modern and practical lifestyle. Online buying and selling transactions are increasingly developing, giving rise to impulse buying impulses among users. However, there is a phenomenon that the level of impulse buying for Generation Z is still low. This phenomenon can be overcome in various ways, one of which is through sales promotion tools. Therefore, this research was conducted with the aim of finding out how the performance of sales promotion tools, the level of impulse buying behavior, and knowing how the influence of Shopee sales promotion tools on impulse buying behavior in generation Z. This research uses quantitative methods with a descriptive and verification problem formulation approach The sample used was 396 Generation Z respondents who are active Shopee users who follow the Instagram account @shopeefashion_id and have experienced shopping for fashion products over the past one month. The results showed that the description of Shopee's sales promotion tools and the level of impulse buying behavior of generation Z were in the high category and there was a significant positive effect on the sales promotion tools offered by Shopee on impulse buying behavior of generation Z. From the three indicators of sales promotion tools, Shopee needs to optimizing the intensity of promotions on buy one get one free.