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All Journal JURNAL GREEN GROWTH DAN MANAJEMEN LINGKUNGAN International Journal of Supply Chain Management International Journal of Social Service and Research Jurnal Ekonomi, Teknologi dan Bisnis Jurnal Bisnis dan Ekonomi Asian Journal of Social and Humanities
DANIAL THAIB
Kopertis Wilayah III Dpk pada Sekolah Tinggi llmu Manajemen Kosgoro
Astronomy Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences Transportation

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Journal : Asian Journal of Social and Humanities

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Unraveling The Factors Influencing Impulsive Buying Behavior Among Gen Z Using Shopee Paylater: A Quantitative Analysis Laurinda, Cindy; Pangaribuan, Christian Haposan; Thaib, Danial
Asian Journal of Social and Humanities Vol. 2 No. 12 (2024): Asian Journal of Social and Humanities
Publisher : Pelopor Publikasi Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59888/ajosh.v2i12.411

Abstract

This study aims to analyze the influence of psychological factors, external factors, financial literacy, hedonic motivation, and utilitarian motivation on impulsive buying behavior using Shopee PayLater in generation Z employees at Private Banks in South Tangerang, South Tangerang. Impulsive buying is a spontaneous and unplanned buying behavior, which is often triggered by a variety of internal and external factors. This study uses a quantitative approach with a survey method to collect data from respondents who are employees of generation Z. Data analysis is carried out using multiple linear regression techniques to determine the influence of each independent variable on impulsive buying behavior. The results showed that psychological factors and hedonic motivation had a significant positive influence on impulsive buying behavior. In contrast, financial literacy had a negative effect, while external factors and utilitarian motivation did not show a significant influence. These findings provide insights for companies to develop effective marketing strategies by considering factors that influence impulsive consumer behavior.
Co-Authors Fransisca, Chintya Kusuma, Armadi Wijaya Laurinda, Cindy Nilam, Edric Budiman Pangaribuan, Christian Haposan Yusro Hakimah, Yusro