Madania, Sarah Putri (2024) Pengaruh Shopping Lifestyle Dan Flash Sale Terhadap Perilaku Impulsive Buying Pada E-Commerce Shopee Bagi Generasi Z Di Kabupaten Luwu Timur. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Impulsive buying can be interpreted as a strong urge felt by a consumer to make a purchase, which a person's shopping behavior can influence. In this case, it is also influenced by the encouragement created by e-commerce to attract consumers and maintain consumer presence by designing strategies that understand consumer shopping behavior. This encouragement can come from the flash sale program being held. This research aims to determine the influence of shopping lifestyle on impulsive buying behavior on Shopee e-commerce for Gen Z in East Luwu Regency, and to determine the influence of the flash sale program on impulsive buying behavior on Shopee e-commerce for Gen Z in East Luwu Regency. The research method used is quantitative research where the dependent variable is impulsive buying, the independent variables are shopping lifestyle and flashsale. The sample in this study amounted to 108 respondents. The sampling technique used in this research is a non-probability technique that uses purposive sampling. The analysis technique uses the partial least squares (PLS) method The results of this research analysis obtained the following results. 1) Shopping lifestyle has a positive and significant effect on the impulsive buying behavior of generation z in East Luwu Regency, 2) Flash sales have a positive and significant effect on the impulsive buying behavior of generation z in East Luwu Regency.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Sarah Putri Madania | ||||||||
| Date Deposited: | 17 Sep 2024 08:56 | ||||||||
| Last Modified: | 17 Sep 2024 08:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29262 |
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