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All Journal Akuntansi Pajak dan Kebijakan Ekonomi Digital
Bunga Praditya Ningsih
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Economics, Econometrics & Finance

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Pengaruh Implusive Buying dan Kualitas Produk terhadap Kepuasan Konsumen Generasi Z pada Platfrom Shopee di Kota Jambi Bunga Praditya Ningsih; Husni Hasbullah; Garry Yuesa Rosyid
Akuntansi Pajak dan Kebijakan Ekonomi Digital Vol. 2 No. 2 (2025): Akuntansi Pajak dan Kebijakan Ekonomi Digital
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/apke.v2i2.1028

Abstract

This study aims to analyze the influence of impulsive buying and product quality on consumer satisfaction of generation Z on the Shopee platform in Jambi City. This study is motivated by the phenomenon of Shopee e-commerce which is a favorite in Indonesia, especially among generation Z who have consumptive characteristics and like unique shopping experiences. Data were collected from 96 generation Z respondents using a questionnaire. The results showed that the average respondent's assessment of impulsive buying was 347.87, and for product quality was 376.25. Multiple linear regression tests showed that there was a significant influence between impulsive buying and product quality on consumer satisfaction with an R square value of 0.522, which means that 52.2% of the variation in consumer satisfaction is explained by these two variables. This study is expected to contribute to the development of more effective marketing strategies for e-commerce business actors, especially those targeting the generation Z segment, by understanding the factors that influence impulsive buying decisions and consumer satisfaction levels.
Co-Authors F. Husni Hasbullah, F. Husni Garry Yuesa Rosyid