PENGARUH SHOPPING LIFESTYLE DAN HEDONIC SHOPPING MOTIVATION SEBAGAI VARIABEL INTERVENING TERHADAP IMPULSIVE BUYING PADA GENERASI Z MELALUI PLATFORM E-COMMERCE SHOPEE

Authors

Afifah Nur Farida Universitas Garut
Wati Susilawati Universitas Garut

DOI:

Keywords:

Shopping Lifestyle, Hedonic Shopping Motivation, Impulsive Buying, Generasi Z

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh shopping lifestyle dan hedonic shopping motivation terhadap impulsive buying di kalangan generasi Z yang menggunakan platform e-commerce Shopee, serta untuk mengeksplorasi peran kedua variabel tersebut sebagai variabel intervening dalam hubungan antara faktor-faktor lain dan perilaku impulsive buying . Metode penelitian yang digunakan adalah pendekatan kuantitatif deskriptif dengan teknik Structural Equation Model (SEM) dan bantuan software SmartPLS. Sampel penelitian terdiri dari 100 responden generasi Z yang aktif menggunakan e-commerce Shopee, yang dipilih melalui teknik purposive sampling . Data primer dikumpulkan melalui kuesioner skala Likert 1-5, dan dianalisis menggunakan SEM. Hasil penelitian menunjukkan bahwa shopping lifestyle dan hedonic shopping motivation berpengaruh positif dan signifikan terhadap impulsive buying pada generasi Z di platform Shopee. Shopping lifestyle dan hedonic shopping motivation juga berperan sebagai variabel intervening yang memperkuat pengaruh antara faktor-faktor lain dan perilaku impulsive buying . Penelitian ini memberikan wawasan berharga bagi platform e-commerce Shopee untuk memahami perilaku belanja generasi Z, serta bagi konsumen generasi Z untuk lebih bijak dalam berbelanja online. Penelitian ini juga memberikan rekomendasi untuk penelitian selanjutnya, seperti memperluas cakupan penelitian dan meneliti variabel-variabel lain yang mempengaruhi impulsive buying .

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