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Kholid, Ikhwan
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Journal : International Journal Of Science, Technology

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What causes it? Impulsive buying among generation Z on Shopee : Qualitative Study of Generation Z Consumer Behavior in Surabaya in the Digital Era Kholid, Ikhwan
International Journal of Science, Technology & Management Vol. 6 No. 1 (2025): January 2025
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v6i1.1272

Abstract

This research aims to identify the factors influencing impulsive shopping behaviour on the e-commerce platform Shopee among Generation Z in Surabaya. With the increasing use of digital technology and the internet, consumer behaviour has undergone significant changes, particularly among the younger generation. Employing a qualitative approach, this study collected data through in-depth interviews with respondents who are active Shopee users in Surabaya. The findings indicate that factors such as promotions, shopping experiences, social media influences, and platform design significantly contribute to the impulsive behaviour of Generation Z. These findings provide critical insights for marketers in designing more effective marketing strategies.
Co-Authors Abdullah Khoir Riqqoh Africa, Laely Aghe Baswedan, Achmad Hanid Berenika Mbulu, Yudita Cindy Puspita Sari Djunaedi, Arif Zeinfiki Emanuel Kristijadi Indah Hapsari Kartik, Titis Puspitaningrum Dewi Kautsar Riza Salman Kritijadi, Emanuel Laily, Zajila Lutfi Lutfi Mei Murni, Nur Suci I. Mohammad Al Hafidz Mursita, Lufi Yuwana Mustafida, Nurul Nanang Shonhadji Noorthirafi, Ghazian Qashmal Permata, Aulia Safnira Surya Rahmadhani, Anisa Reza Tianto, Reza Rithmaya, Chitra Laksmi S, Florentina Meiliana Felixia Sri Lestari Kurniawati Suparno Suparno Titis Puspitaningrum Dewi Kartika Trikumala, Nabila Wanda Choirunnisa, Eka Wulansari, Serlina Yasmin Nabilla, Afiyah