The Influence of Hedonic Shopping Motivation and Perceived Ease of Use on Impulse Buying in Generation Z Shopee Users in Pondok Melati District
Main Article Content
Burhan Stafrezar
The rapid development of Shopee means that businesspeople must be careful in determining the right strategy to attract the attention of consumers, especially Gen Z. Therefore, sellers on the Shopee application need to know the factors that influence impulse buying, two of which are hedonic shopping motivation and perceived ease. of use. The data used in this research is primary data obtained from a sample of 100 generation Z SPaylaters in Pondok Melati sub-district. The analysis used in this research uses multiple linear regression analysis with the SPSS version 25 program. The results of this research show that partially hedonic shopping motivation has a positive and significant effect on impulse buying among Generation Z Shopee users in Pondok Melati District. Partially perceived ease of use has no effect on impulse buying among Generation Z Shopee users in Pondok Melati District. The independent variables hedonic shopping motivation (X1) and perceived ease of use (X2), together have a positive and significant effect on impulse buying (Y) in Generation Z Shopee users in Pondok Melati District.
Athapaththu, J.C., dan Kulathunga, D. 2018. Factors Affecting Online Purchase Intention: A Study Of Sri Lankan Online Customers. International Journal Of Scientific & Technology Research, Vol. 7, No. 9.
Central Bureau of Statistics. 2021. E-Commerce Statistics 2021. https://www.bps.go.id/publication/2021/12/17/667821e67421afd2c81c574b/s tatistik-e-commerce-2021.html.
Davis, F.D. 1989. ”Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”. MIS Quarterly.Vol. 13 No. 5: pp319-339.
Grail Research a Division of Integreon. 2011. Consumers of Tomorrow: Insights and Observations About Generation Z. https://www.researchgate.net/figure/Generation-Terminology-by-Birth-YearGrail-Research-2011_fig1_283615706
Hursepuny dan Oktafani. (2018). PENGARUH HEDONIC SHOPPING MOTIVATION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA KONSUMEN SHOPEE_ID THE INFLUENCE OF HEDONIC SHOPPING MOTIVATION AND SHOPPING LIFESTYLE ON IMPULSE BUYING AT CONSUMERS SHOPEE_ID. e-Proceeding of Management : Vol.5, No.1 Maret 2018
Internet World Stats. 2021. Internet 2021 Usage in Asia. https://www.internetworldstats.com/stats3.htm.
Kirwadi, K. (2016). The Influence of Perceived Ease of Use, Perceived Usefulness of Brand Image and Trust on Purchase Intention for Attack Jaz 1 Semerbak Cinta Products in Kotagede District, Yogyakarta. Management Journal. Vol. 6, no. 1.
Kosyu, D.A., Hidayat, K., and Abdillah, Y. 2014. The Influence of Hedonic Shopping Motives on Shopping Lifestyle and Impulse Buying (Survey of Stradivarius Outlet Customers at Galaxy Mall Surabaya). Journal of Business Administration (JAB) Vol. 14 No. September 2, 2014.
Mohr KAJ, Mohr ES. 2016. Understanding Generation Z Students to Promote a Contemporary Learning Environment. J Empower Teach Excell. 1(1):84–94.
Prasetya Nugraha, A. ., Mulyadi, M., & Suriani, S. . (2024). CUSTOMER JOURNEY MAPPING: UNDERSTANDING CONSUMER BEHAVIOR DIGITALLY. Berajah Journal, 4(2), 327–336. https://doi.org/10.47353/bj.v4i2.322
Purnamasari, R. D., Sasana, H., & Novitaningtyas, I. (2021). The influence of perceived ease of use, perceived usefulness, perceived risk, and brand image on purchasing decisions using the paylater payment method. Journal of Management, 13(3), 420-430.
Rook DW. 1987. The Buying Impulse. J Consum Res. 14(2):189. doi:10.1086/209105.
Suhir, M., Suyadi, I. & R. 2014. The Influence of Perceived Risk, Convenience and Benefits on Online Purchasing Decisions. J Business Adm. 8(1):1– 10.
Verplanken B, Herabadi A. 2001. Individual differences in impulse buying tendency: Feeling and no thinking. Eur J Pers. 15 1 SUPPL.:71–83. doi:10.1002/per.423.
Wells B, Dipiro J, Matzke G, Posey L, Schwinghammer T. Pharmacotherapy Handbook. 7th ed. New York, USA: McGraw-Hill Professional Publishing; 2009.
