ANALISIS PERILAKU IMPULSIVE BUYING PADA E-COMMERCE SHOPEE (STUDI KASUS PADA GENERASI Z DI DAERAH KHUSUS JAKARTA)

INTAN KAMILA KHAIRUNNISA, . (2024) ANALISIS PERILAKU IMPULSIVE BUYING PADA E-COMMERCE SHOPEE (STUDI KASUS PADA GENERASI Z DI DAERAH KHUSUS JAKARTA). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Dengan kemudahan berbelanja online di e-commerce, konsumen sering kali memutuskan untuk membeli suatu produk atau barang berdasarkan faktor emosional, yang cenderung dilakukan tanpa perencanaan yang matang atau bersifat spontan. Perilaku pembelian semacam ini dapat dikenali sebagai perilaku pembelian impulsif. Meneliti kategori tipe impulsive buying sangat penting bagi perusahaan karena pemahaman yang mendalam mengenai perilaku konsumen dapat membantu dalam pengembangan strategi pemasaran yang lebih efektif. Penelitian ini bertujuan untuk mengukur tingkat impulsive buying generasi Z di Daerah Khusus Jakarta pada Shopee dan termasuk dalam kategori tipe mana mereka. Untuk mengukur hal tersebut digunakan dimensi yaitu Pure Impulse Buying, Reminder Impulse Buying, Suggestion Impulse Buying, dan Planned Impulse Buying, Aspek Kognitif dan Aspek Afektif. Pengumpulan data dilakukan dengan metode kuesioner menggunakan Google Form yang dibagikan secara online, dengan memperoleh data sebanyak 126 responden konsumen Shopee yang merupakan generasi Z di Daerah Khusus Jakarta. Penelitian menggunakan pendekatan kuantitatif teknik analisis data menggunakan analisis deskriptif, tabulasi sederhana, dan skor rata-rata. Hasil penelitian menunjukkan bahwa tingkat impulsive buying terhadap Shopee pada generasi Z di Daerah Khusus Jakarta dikategorikan “Setuju” dan “Tinggi”. Pengguna Shopee yang merupakan generasi Z di Daerah Khusus Jakarta mayoritas termasuk dalam kategori tipe Suggestion Impulse Buying, dan Planned Impulse Buying, dan perilaku Impulsive Buying tersebut sangat didorong oleh Aspek Afektif. Temuan ini menawarkan wawasan berharga bagi Shopee untuk mengembangkan strategi pemasaran yang tertarget, untuk mendorong impulsive buying untuk meningkatkan penjualan perusahaan. Kata Kunci: impulsive buying, e-commerce, shopee, generasi z. ******** With the convenience of online shopping in e-commerce, consumers often decide to purchase a product or item based on emotional factors, which tends to be done without careful planning or is spontaneous in nature. This type of purchasing behavior can be identified as impulsive buying. Researching the categories of impulsive buying types is crucial for companies, as a deep understanding of consumer behavior can aid in the development of more effective marketing strategies. This study aims to measure the level of impulsive buying among Generation Z in the Special Capital Region of Jakarta on Shopee and to identify which category type they fall into. To measure this, dimensions such as Pure Impulse Buying, Reminder Impulse Buying, Suggestion Impulse Buying, and Planned Impulse Buying, as well as Cognitive and Affective Aspects, were used. Data collection was conducted using a questionnaire method via Google Forms distributed online, gathering data from 126 Shopee consumers who are part of Generation Z in the Special Capital Region of Jakarta. The research employed a quantitative approach with data analysis techniques including descriptive analysis, simple tabulation, and average scoring. The results indicate that the level of impulsive buying on Shopee among Generation Z in the Special Capital Region of Jakarta is categorized as "Agree" and "High." The majority of Shopee users from Generation Z in the Special Capital Region of Jakarta fall into the Suggestion Impulse Buying and Planned Impulse Buying categories, and this impulsive buying behavior is significantly driven by Affective Aspects. These findings provide valuable insights for Shopee to develop targeted marketing strategies to encourage impulsive buying and enhance the company’s sales. Keywords: impulsive buying, e-commerce, shopee, generation z

Item Type:	Thesis (Diploma)
Additional Information:	1). Dra. Sholikhah, MM ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M
Subjects:	Ilmu Sosial > Perdagangan, e-commerce Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Intan Kamila Khairunnisa .
Date Deposited:	13 Aug 2024 03:20
Last Modified:	13 Aug 2024 03:20
URI:	http://repository.unj.ac.id/id/eprint/49875

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