Menginvestigasi Perilaku Pembelian Impulsif pada Platform E-Commerce dalam Fenomena Doom Spending Generasi Z

Rizky Andrean (Universiti Utara Malaysia)
Muhammad Khoirul Fikri (UIN K.H. Abdurrahman Wahid Pekalongan)
Azzah Liddiana (UIN Ar-Raniry)
Eka Mega Pertiwi (UIN Sunan Ampel Surabaya)
Elis Ratna Wulan (UIN Sunan Gunung Djati Bandung)

At-Taradhi: Jurnal Studi Ekonomi
Vol 16 No 2 (2025): At-Taradhi: Jurnal Studi Ekonomi

The development of digital technology and the rapid use of e-commerce platforms have driven changes in consumption behavior, especially among Generation Z. One of the emerging phenomena is doom spending, which is spending carried out in response to emotional pressure or stress. This study aims to examine the effect of hedonic shopping motivation, social influence, and perceived ease of use of e-commerce platforms on impulsive buying among Generation Z in the Pekalongan. This study uses quantitative method, with a purposive sampling technique of 269 respondents. Data analysis was carried out by SEM-PLS analysis using SEM-PLS 3. The results of this study showed that hedonic shopping motivation and social influence had a positive and significant effect on impulsive buying, while perceived ease of use had no significant effect on impulsive buying