ANALISIS FAKTOR YANG MEMPENGARUHI PEMBELIAN IMPULSIF: Studi Kasus Pada Generasi Z Pengguna E-commerce Di DKI Jakarta
E-commerce is a place for people to make planned and impulsive purchases, especially for the younger generation such as gen Z. This study aims to determine the effect of website quality, sales promotion, and shopping lifestyle on impulsive purchases in generation Z who are e-commerce users. (Tokoped...
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2023-06-27.
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| 520 | |a E-commerce is a place for people to make planned and impulsive purchases, especially for the younger generation such as gen Z. This study aims to determine the effect of website quality, sales promotion, and shopping lifestyle on impulsive purchases in generation Z who are e-commerce users. (Tokopedia, Shopee, Lazada) in DKI Jakarta. This study used a quantitative descriptive analysis, which then obtained data from distributing questionnaires using a non-probability sampling method with purposive sampling. The sample used was 100 Generation Z aged 17 and over who are e-commerce users (Tokopedia, Shopee, Lazada) in DKI Jakarta. Data analysis used is descriptive and inferential data analysis techniques using Partial Least Square (PLS) with SmartPLS 3.2.9 software. The results of this study indicate (1) website quality has a positive and significant effect on impulsive purchases with a path coefficient of 0.256. (2) sales promotion has a positive and significant effect on impulse buying. Shopping lifestyle has a positive and significant effect on impulsive buying with a path coefficient of 0.376. | ||
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