Pengaruh Lifestyle, Promosi, Dan Kualitas Produk Terhadap Impulse Buying Pada E-Commerce Shopee (Studi Kasus Gen Z di Mahasiswa Unisma FEB Angkatan 2023)

Abstract

Abstract

This study aims to identify and analyse the influence of lifestyle, promotions, and product, quality on impulse buying on the Shopee e-commerce platform, using a case study of Gen Z students in the 2023 cohort at the Faculty of Economics and Business University of Islam Malang. A quantitative approach was employed through the distribution of an online questionnaire to 80 respondents using purposive and counvenience sampling tehcniques. The variables studied lifestyle, promotions, and product quality are key factors in measuring the level of impulse buying. Meanwhile, individually they have a positive influence on impulse buying. This study suggets that the Shopee e-commerce platform should continue to enhance attractive promotional strategies, such as discounts, cashback, and shopping voucher, and shopping voucher to capture consumer attention and thereby encourage impulse buying.

Keywords: Lifestyle, Promotion, Product Quality, Impulse Buying, Shopee.