cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Ilman Taufiq Lazuardy
Contact Email
ilmantaufiqlazuardy@gmail.com
Phone
+62274-885700
Journal Mail Official
cakrawangsabisnis@stimykpn.ac.id
Editorial Address
Alamat CAKRAWANGSA BISNIS STIM YKPN Yogyakarta, Jalan Palagan Tentara Pelajar km.7 Yogyakarta, 55581.
Location
Kota yogyakarta,
Daerah istimewa yogyakarta
INDONESIA
Cakrawangsa Bisnis
Published by Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta
ISSN : 27217329     EISSN : 27213102     DOI : http://dx.doi.org/10.35917/cb.v5i2
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
CAKRAWANGSA BISNIS adalah jurnal ilmiah yang diterbitkan oleh Sekolah Tinggi Ilmu Manajemen YKPN. Jurnal ini merupakan jurnal dengan akses terbuka dan diterbitkan dua kali setahun (April dan Oktober). Misi yang diusung jurnal ini adalah menyebarluaskan hasil penelitian dan karya tulis mahasiswa Sekolah Tinggi Ilmu Manajemen YKPN.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 131 Documents
 10   11   12   13   14 
Apa yang Memicu Pembelian Impulsif di Shopee? Studi pada Generasi Z di Yogyakarta Sofyanto, Kurniawan; Transistari, Ralina; Rafinda, Ascariena
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol. 6 No. 1 (2025): April
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v6i1.575

Abstract

This study aims to analyze the impact of digital marketing, the use of paylater, and hedonic shopping motivation on online impulse buying in the Shopee marketplace among Generation Z in the Special Region of Yogyakarta. The rapid growth of digital technology, especially in e-commerce, has created new opportunities for businesses to reach consumers, particularly in online shopping platforms like Shopee. The widespread use of digital payment methods, such as paylater, alongside the growing influence of digital marketing and hedonic shopping motivation, has increased impulsive buying behaviors among consumers. Despite the growing attention to online impulse buying, limited research has examined the interplay of these factors specifically within the context of Generation Z in Yogyakarta. This study employs a quantitative approach with survey data collected from Generation Z respondents who have made transactions on Shopee in the past year. The findings suggest that digital marketing, paylater usage, and hedonic shopping motivation all have a significant positive influence on online impulse buying. The study contributes to the existing literature by exploring the combination of these factors in shaping consumer behavior in an increasingly digital marketplace. The results highlight the importance of understanding the unique drivers of impulse buying in the era of e-commerce, providing valuable insights for businesses to improve their marketing strategies and payment solutions.

Page 14 of 14 | Total Record : 131

 10   11   12   13   14 

Filter by Year

2020 2025


Reset
Filter By Issues
All Issue Vol. 6 No. 2 (2025): Oktober Vol 6, No 1 (2025): April Vol. 6 No. 1 (2025): April Vol. 5 No. 2 (2024): Oktober Vol 5, No 2 (2024): Oktober Vol 5, No 1 (2024): April Vol. 5 No. 1 (2024): April Vol. 4 No. 2 (2023): Oktober Vol 4, No 2 (2023): Oktober Vol 4, No 1 (2023): April Vol 3, No 2 (2022): Oktober Vol 3, No 1 (2022): April Vol 2, No 2 (2021): Oktober Vol 2, No 1 (2021): April Vol 1, No 2 (2020): Oktober Vol 1, No 1 (2020): April More Issue