Putri, Antalita Kirana (2024) Pengaruh Live Streaming, Flash Sale, dan Paylater terhadap Perilaku Impulsive Buying pada Pengguna Shopee (Perspektif pada Generasi Milenial dan Generasi Z). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

Preview	Text HALAMAN AWAL.pdf Download (2MB) | Preview
Preview	Text BAB I.pdf Download (4MB) | Preview
	Text BAB II.pdf Restricted to Repository staff only Download (4MB)
	Text BAB III.pdf Restricted to Repository staff only Download (4MB)
	Text BAB IV.pdf Restricted to Repository staff only Download (3MB)
	Text BAB V.pdf Restricted to Repository staff only Download (4MB)
Preview	Text DAFTAR PUSTAKA.pdf Download (4MB) | Preview
Preview	Text HASIL CEK PLAGIASI.pdf Download (351kB) | Preview

Abstract

The ease of shopping activities through e-commerce has resulted in consumptive behavior for consumers or what is called impulsive buying behavior. This study aims to analyze the effect of live streaming, flash sales, and paylater on impulsive buying behaviorin Shopee users with the perception of millennials and Z generations. Data acquisition was carried out through distributing questionnaires to 100 respondents with random sampling techniques. This research method uses quantitative methods using quantitative data types, and the data source used is primary data. The analysis method used is descriptive statisticsand the T test and F test and the coefficient of determination test. The results showed thatlive streaming has a positive and significant effect on impulsive buying partially and simultaneously. Flash sale partially and simultaneously has a positive and significant effecton impulsive buying behavior. Paylater has a partial and simultaneous effect on impulsive buying. Live streaming is the independent variable that has the most dominant effect onimpulsive buying behavior in millennial generation and generation Z Shopee users.

Actions (login required)

View Item