Pengaruh Promosi, Gaya Hidup, dan Kualitas Produk Terhadap Keputusan Impuse Buying Generasi Z pada Shopee di Kota Batam
DOI:
https://doi.org/10.55606/jurrie.v5i2.9356Keywords:
Promotion, Lifestyle, Product Quality, Impuse Buying.Abstract
This study aims to determine the extent to which promotions, lifestyles, and product quality can influence impulse buying of Generation Z on Shopee in Batam City. The subjects in this study were Generation Z (Born 1997-2012) who live in Batam City and are active in making purchases on the Shopee platform. The number of populations in this study cannot be determined because the number of Generation Z populations in Batam City who use Shopee cannot be determined, by using the Lemeshow formula, a sample of 100 respondents was obtained who were selected using a purposive sampling technique. The analysis method used is multiple linear regression, which is supported by a series of tests, including data quality tests, classical assumption tests, and hypothesis tests. The results of the analysis show that Promotion has an influence of 23.9%, Lifestyle by 68.4%, and Product Quality by 07.9% on impulse buying. Meanwhile, the coefficient of determination (R^2) shows that the three variables simultaneously explain 63.4%. The results of the t-test and F-test indicate that promotion, lifestyle, and product quality have a positive and significant influence, both partially and simultaneously, on Generation Z's impulse buying decisions on Shopee in Batam City.
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