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All Journal Jurnal Ilmu Manajemen (JIM) EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) Jurnal Studi Manajemen dan Bisnis JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS Bantenese Jurnal Pengabdian Masyarakat Jurnal Manajemen Informatika dan Sistem Informasi Budimas : Jurnal Pengabdian Masyarakat Jurnal Manajemen Bisnis Asian Management and Business Review Telaah Bisnis Abdiformatika: Jurnal Pengabdian Masyarakat Informatika IJCOSIN : Indonesian Journal of Community Service and Innovation Safari : Jurnal Pengabdian Masyarakat Indonesia Journal of Management and Social Sciences Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia Journal of Business, Social and Technology eProceedings of Management Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Jurnal Manajemen Bisnis Era Digital Jurnal Pengabdian Masyarakat Manage Brilliant International Journal of Management and Tourism Matrik: Jurnal Manajemen, Strategi Bisnis, Dan Kewirausahaan IJCOSIN : Indonesian Journal of Community Service and Innovation Jurnal Riset dan Inovasi Manajemen
Maliana Puspa Arum
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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The Influence Of PayLater, Live Streaming Shopping, And Flash Sale On Impulsive Buying Behaviour Among Generation Z Shopee Users Vitari Hana Saputri; Irwan Susanto; Maliana Puspa Arum
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 3 (2026): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i3.10317

Abstract

This study explores the impacts of PayLater, Live Streaming Shopping, and Flash Sale features on impulsive buying behaviour among Generation Z Shopee users. This research adopts a quantitative approach, collecting data via an online questionnaire administered to 100 respondents chosen through purposive sampling. Data analysis was carried out using multiple linear regression in SPSS version 29 to determine both partial and simultaneous effects of the variables. The results showed that PayLater, Live Streaming Shopping, and Flash Sale each demonstrated a positive and significant impact on impulsive buying behaviour. Taken together, the three features demonstrated a statistically significant, positive effect on impulsive buying behaviour. An R² of 0.814 suggests that PayLater, Live Streaming Shopping, and Flash Sale explain 81.4% of the variation in impulsive buying behaviour, which is classified as a strong influence. The research model explains most of the variation in impulsive buying behaviour, indicating that marketing strategies based on ease of payment, real-time interaction, and time urgency effectively influence Generation Z's purchasing decisions.
Co-Authors Adnan Setyoko Ahmad Fahreza Ayu Putri Nidayanthi Azzahra Fathiyah, Salwa Budi Setyanta, Budi Chusnul Hidayat Chusnul Hidayat Chusnul Maulidina Hidayat Denny Purnomo Diovianto Putra Rakhmadani Fauzi, Rizal Ula Ananta Graciela Putri Wengkau Iffah, Tsabitatul Irwan Susanto Irwan Susanto Kadi, Dian Citaningtyas Ari Lestari Br Karo, Selin Lina Fatimah Lishobrina Livia Irene Livia Irene Widianty Lubis, Rachel Luthfi Zian Nasifah Luthfi Zian Nasifah Malina, Mayang Hema Manda Rahmat Husein Lubis Manda Rahmat Husein Lubis Margarena, Agung Novianto Muhammad Afrizal Amrustian Muhammad Eka Purbaya Munthe, Adrian Wismar Oky Wida Syahputra Olivia Cristianti Paradise Sahwan Sakha Salladin Selin Lestari Br Karo Shasi Naila Zahra Kamila Silvia Van Marsally Tsabitatul Iffah Tutania, Nadia Vitari Hana Saputri Yanyan Ramdhani, Ade Yosita Dwiani S Yosita Dwiani Suryaningtiyas