PENGARUH SHOPPING LIFESTYLE, SALES PROMOTION DAN ELECTRONIC WORD OF MOUTH TERHADAP IMPULSE BUYING PADA GEN Z DI E-COMMERCE TOKOPEDIA

NINGSIH, ANDINI EKA SAPUTRI (2025) PENGARUH SHOPPING LIFESTYLE, SALES PROMOTION DAN ELECTRONIC WORD OF MOUTH TERHADAP IMPULSE BUYING PADA GEN Z DI E-COMMERCE TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to test and analyze the influence of Shopping Lifestyle, Sales Promotion and Electronic Word of Mouth on Impulse Buying in Gen Z on Tokopedia E-Commerce. The population in this study is Gen Z who have done Impulse Buying on the Tokopedia E-commerce platform in Tangerang city. The sample used was 140 respondents, calculated based on the Hair formula. This sampling method uses non-probability sampling, the sample was taken using the purpose sampling technique. The data collection method uses the Survey Method, with the Research Instrument being a questionnaire. The data analysis method uses Partial Least Square (Smart-PLS) version 3.0. The results of this study indicate that Shopping Lifestyle has a positive and significant effect on impulse buying, Sales Promotion has a positive and significant effect on impulse buying and Electronic Word of Mouth have a positive and significant effect on Impulse Buying. Keywords: Shopping lifestyle, Sales Promotion, Electronic Word of Mouth, Impulse Buying. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Shopping Lifestyle, Sales Promotion dan Electronic Word of Mouth terhadap Impulse Buying pada Gen Z di E-Commerce Tokopedia. Populasi dalam penelitian ini adalah Gen Z yang pernah melakukan Impulse Buying pada platform E-commerce Tokopedia di kota Tangerang. Sampel yang dipergunakan adalah sebanyak 140 responden, dihitung berdasarkan rumus Hair. Metode penarikan sampel ini menggunakan nonprobability sampling, sampel diambil dengan menggunakan teknik purpose sampling. Metode pengumpulan data menggunakan Metode Survey, dengan Instrumen Penelitian adalah kuesioner. Metode Analisis data menggunakan Partial Least Square (Smart-PLS) versi 3.0. Hasil penelitian ini menunjukkan bahwa Shopping Lifestyle berpengaruh positif dan signifikan terhadap Impulse Buying, Sales Promotion berpengaruh positif dan signifikan terhadap Impulse Buying dan Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Impulse Buying. Kata Kunci: Shopping lifestyle, Sales Promotion, Electronic Word of Mouth, Impulse Buying.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 228
NIM/NIDN Creators:	43121010175
Uncontrolled Keywords:	Shopping lifestyle, Sales Promotion, Electronic Word of Mouth, Impulse Buying.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.26 Acquisition Through Exchange, Gift, Deposit/Akuisisi Melalui Bursa, Hadiah, Deposito 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.8 Interest and Discount/Bunga Bank dan Diskon 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi > 380.1 Commerce (Trade)/Perdagangan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	07 Aug 2025 08:42
Last Modified:	07 Aug 2025 08:42
URI:	http://repository.mercubuana.ac.id/id/eprint/96662

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