Cinta Aulia Dewi, . (2025) ANALISIS IMPULSIVE BUYING PRODUK KECANTIKAN PADA GENERASI Z DI E-COMMERCE SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the effect of flash sale, shopping lifestyle, and price discount variables on impulsive buying of beauty products on Shopee. This study uses a quantitative approach involving 206 respondents from Generation Z in the DKI Jakarta area who are users of beauty products on Shopee, selected using nonprobability sampling. Primary data was collected through an online questionnaire distributed using Google Forms. Data analysis was conducted using descriptive and inferential approaches, with data analysis using the Partial Least Square (PLS) approach through the SmartPLS version 4.1.1.6 application. The results of the analysis show that: (1) flash sales have a positive and significant effect on impulsive buying with a value of 0.283; (2) shopping lifestyle has a positive and significant effect on impulsive buying with a value of 0.359; and (3) price discounts have a positive and significant effect on impulsive buying with a value of 0.283. The contribution of the flash sale, shopping lifestyle, and price discount variables to impulsive buying can be seen from the R-Square value of 0.619 in influencing impulsive buying on Shopee.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210111242] [Pembimbing: Alfatih Sikki Manggabarani] [Penguji 1: Suharyati] [Penguji 2; Dienni Ruhjatini Sholihah] |
| Uncontrolled Keywords: | Flash sale, Shopping Lifestyle, Price Discount, Impulsive Buying |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | CINTA AULIA DEWI |
| Date Deposited: | 17 Mar 2026 01:24 |
| Last Modified: | 17 Mar 2026 01:24 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41299 |
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