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All Journal Journal of Education And Research Journal of Psychology and Culture Behavior in SDGs
Avril Nur Shefi
Universitas Negeri Surabaya
Economics, Econometrics & Finance Education Social Sciences Other

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Determinants of Impulse Buying by the Younger Generation in E-Commerce: A Behavioral Study in the Context of SDGs 12 Avril Nur Shefi
Journal of Psychology and Culture Behavior in SDGs Vol. 1 No. 1 (2025): March
Publisher : Sekolah Tinggi Agama Islam Sabilul Muttaqin Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63230/jopacbis.1.1.64

Abstract

Objective: The purpose of this study is to analyze the determinants of impulsive buying among young people in e-commerce, particularly among 12th grade social studies students at SMAN 1 Driyorejo. The research focuses on the influence of celebrities' authenticity, sentiment polarity, and impulse buying tendency on the urge to buy impulsively, as well as the role of impulse buying tendency as a moderating variable. Method: Using a quantitative approach and Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis techniques through WarpPLS software, data was obtained from 106 respondents through questionnaires. Results: The results show that celebrities' authenticity has a significant effect on the urge to buy impulsively, and sentiment polarity also has a significant effect on the urge to buy impulsively. Furthermore, impulse buying tendency was found to moderate the relationship between celebrities' authenticity and the urge to buy impulsively, as well as the relationship between sentiment polarity and the urge to buy impulsively. Novelty: This study focuses on the context of young learners in Indonesia, who are a segment of the population with Gen Z characteristics. With a local background and a comprehensive approach relevant to the development of marketing and consumer education strategies in the digital age. The findings support SDG 12 by encouraging responsible consumption through media literacy and sustainable digital behavior.
DETERMINAN PEMBELIAN IMPULSIF GENERASI MUDA DI ERA DIGITAS DALAM PERDAGANGAN ELEKTRONIK BAGI PESERTA DIDIK Avril Nur Shefi; Albrian Fiky Prakoso
Journal of Education and Research Vol. 4 No. 2 (2025): DESEMBER 2025
Publisher : IKIP Widya Darma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56707/jedarr.v4i2.259

Abstract

Perkembangan perdagangan elektronik dan dominasi media digital telah mendorong munculnya perilaku pembelian impulsif di kalangan generasi muda. Penelitian ini bertujuan menganalisis pengaruh celebrities’ authenticity terhadap urge to buy impulsively pada peserta didik kelas XII IPS SMAN 1 Driyorejo sebagai representasi Generasi Z yang aktif secara digital. Pendekatan kuantitatif digunakan dengan teknik analisis Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat lunak WarpPLS terhadap data dari 106 responden yang diperoleh melalui kuesioner daring. Hasil penelitian menunjukkan bahwa celebrities’ authenticity berpengaruh positif dan signifikan terhadap urge to buy impulsively, menunjukkan bahwa persepsi terhadap keaslian selebritas digital mampu menimbulkan keterikatan emosional yang memicu pembelian spontan. Secara teoretis, penelitian ini memperluas penerapan Latent State-Trait Theory (LST) dengan menjelaskan interaksi antara faktor situasional digital dan kecenderungan pribadi dalam membentuk perilaku konsumsi impulsif generasi muda di era digital. Kontribusi penelitian ini terletak pada pemahaman baru tentang bagaimana stimulus digital membentuk perilaku impulsif dalam kerangka teori LST pada generasi muda.
Co-Authors Albrian Fiky Prakoso