ANALYSIS OF IMPULSIVE BUYING IN SHOPEE E-COMMERCE AMONG GENERATION Z IN EAST JAKARTA

Abstract

Impulsive buying is an unplanned shopping behavior characterized by sudden decisions to purchase an
item, often triggered by strong emotional impulses. This phenomenon is becoming increasingly common
in the context of e-commerce, where consumers are more likely to engage in impulsive buying compared
to shopping in physical stores. Factors influencing impulsive buying include hedonic motivation,
promotional of ers, and the convenience of access through online platforms. Additionally, psychological
conditions such as anxiety and the desire to fulfill emotional needs also play a crucial role in driving this
behavior. With the rise of social media and e-commerce apps, impulsive shopping behavior in online
shopping is expected to continue growing, especially among Generation Z, who are active users of digital
technology. This study aims to explore the factors influencing impulsive buying and its implications for
marketing strategies in the digital era. A survey method was used, with data obtained from interviews
with 20 respondents born between 1997 and 2012. The findings indicate that hedonic shopping
motivation and price discounts have a significant impact on impulsive buying behavior, while electronic
payment methods do not show a significant influence. Simultaneously, the combination of these three
factors significantly af ects impulsive buying behavior.