Impulse Buying Behavior of Z’s Generation in E-Commerce: Evidence from North Sulawesi Province
Keywords:
E-commerce, Impulse Buying Behavior, Generation ZAbstract
Generation Z is a generation that is familiar with activities on the internet. As a technology literate generation, Generation Z is the population that dominates the number of internet users in Indonesia. The majority of Gen Z buys their needs in marketplaces or e-commerce such as Shopee, Tokopedia, Lazada, or other marketplaces. Online shopping behavior in Indonesia can be said to be dominated by Gen Z, because of all active internet users, with Gen Z activities doing online shopping. Impulse buying is caused by a stimulus, both internal and external factors that trigger spontaneous purchases. Internal factors come from the person himself while external factors come from the attributes of the products sold and promotions carried out. The purpose of this study was to analyze the impulse buying behavior of Gen Z in North Sulawesi. This study uses a quantitative approach with a survey method, where the primary data used is obtained through the distribution of online questionnaires. Measurements in this study used a Likert scale. The selection of the sample technique used is purposive sampling with the aim that the selected respondents can meet the criteria in accordance with the research objectives. The results of the study prove that these variables have a positive effect on impulse buying. Two of these variables, namely the hedonic shopping motivation variable and visual merchandising, showed a positive and significant influence on impulse buying with a value of 0.248 and 0.426. This indicates that these two variables are the biggest influence on the behavior of Generation Z in North Sulawesi in shopping impulsively. This study concludes that the impulse behavior of bying gen Z has an effect on the e-commerce industry so that this research can be a reference and consideration for improving the quality of the e-commerce industry, and can provide strategies that are in accordance with the characteristics of generation Z.
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