Pengaruh Paylater, Doom Spending, Dan Discount Terhadap Perilaku Impulsive Buying Mahasiswa Gen Z Kota Malang (Studi Kasus Pada TikTok Shop)

Abstract

Abstract

This study examines the effects of paylater, doom spending, and discount on impulsive buying behavior among Generation Z students in Malang City who shop through TikTok Shop. The research was motivated by the rapid growth of TikTok Shop as a social commerce platform that combines entertainment, promotion, and instant payment features, which increases the risk of unplanned purchasing among young consumers. A quantitative explanatory research design was employed. The population consisted of Generation Z students in Malang City who had made purchases on TikTok Shop, and 162 valid responses were obtained through purposive sampling and an online questionnaire using a five-point Likert scale. Data were analyzed using multiple linear regression with the assistance of SPSS. The results show that paylater and doom spending have positive and significant effects on impulsive buying, while discount has a significant negative effect on impulsive buying. Simultaneously, paylater, doom spending, and discount significantly affect impulsive buying, with an adjusted R square of 0.906, indicating that the three variables explain 90.6 percent of the variance in impulsive buying. These findings suggest that payment flexibility and emotionally driven spending encourage impulsive purchasing, whereas a stronger perception of discount promotions is associated with more rational, planned purchasing decisions among Gen Z students.

Keyword: Paylater, Doom spending, Discount, Impulsive buying, Generation Z