Rahmatullah, Rahmatullah (2026) Perilaku Pembelian Impulsif Di E-Commerce Pada Segmen Zilenial. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the effect of website quality, perceived enjoyment, promotion, and discounts on impulse buying behavior, as well as the mediating role of flow experience among Generation Z and Millennials in Surabaya. This research is motivated by the increasing use of e-commerce, which encourages impulsive purchasing behavior, particularly among younger consumers who are highly responsive to digital stimuli. This study uses a quantitative approach with a survey method by distributing questionnaires to 150 respondents selected through purposive sampling. The respondents are Generation Z consumers in Surabaya aged 19–30 years who actively use e-commerce and have experience with impulse buying. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that website quality, perceived enjoyment, promotion, and discounts significantly affect flow experience, which in turn significantly influences impulse buying behavior. Additionally, discounts also have a direct effect on impulse buying. These findings suggest that improved user experience on e-commerce platforms increases the likelihood of impulsive purchases. In conclusion, digital marketing factors play a crucial role in shaping user experience and driving impulse buying behavior. This study provides practical insights for e-commerce businesses in developing effective marketing strategies and contributes to future research in consumer behavior.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | RAHMATULLAH RAHMATULLAH |
| Date Deposited: | 09 Apr 2026 14:51 |
| Last Modified: | 09 Apr 2026 14:51 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14173 |
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