<![CDATA[Penelitian ditujukan untuk menguji pengaruh perilaku konsumen generasi Y seperti atribut situs, keamanan privasi, layanan belanja daring, dan kenikmatan berbelanja, serta permediasi kenikmatan berbelanja terhadap pembelian impuls daring. Perkembangan e-dagang yang pesat disertai perilaku konsumen generasi Y cenderung melakukan pembelian secara tidak terencana atau pembelian impuls. Penelitian ini bersifat kuantitatif dengan data primer menggunakan metode purposive sampling. Jumlah responden sebanyak 161 dengan kriteria generasi Y di Indonesia yang berumur 16 – 33 tahun dan pernah berbelanja di situs Lazada Indonesia. Metode analisis data menggunakan Structural Equation Model (SEM) dengan aplikasi SmartPLS 3.0. Hasil penelitian menunjukkan bahwa atribut situs berpengaruh langsung terhadap perilaku pembelian impuls daring, tetapi keamanan privasi. Layanan belanja daring tidak berpengaruh langsung terhadap pembelian impuls daring. Atribut situs, keamanan privasi, dan layanan belanja daring berpengaruh terhadap kenikmatan berbelanja. Kenikmatan berbelanja berpengaruh terhadap perilaku pembelian impuls daring. Kata kunci: atribut situs, keamanan privasi, kenikmatan berbelanja, layanan belanja daring, pembelian impuls daring ABSTRACT This research aimed to examine the effect of Y Generation consumer behavior such as site attributes, privacy security, online shopping services and shopping enjoyment, and mediation of shopping enjoyment on online impulse buying. The rapid development of e-commerce and the behavior of Y Generation consumers tend to make unplanned purchases or impulse purchases. This research is quantitative with primary data using purposive sampling method. The number of respondents are 161 people using the criteria of Y Generation in Indonesia who aged 16-33 years and have ever shopped on the Lazada Indonesia site. The data analysis method used the Structural Equation Model (SEM) with the Smart-PLS 3.0 application. The results of this research indicate that the website attributes directly significant effect on the online impulse buying behavior, but security privacy and online shopping services does not directly significant to online impulse buying behavior. The website attributes, security privacy, online shopping services have significant effect to shopping enjoyment and shopping enjoyment has significant effect to online impulse buying behavior. Keywords: online impulse buying behavior, online shopping services, security privacy, shopping enjoyment, website attributes]]>
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