Pengaruh Hedonisme dan Shopping Lifestyle terhadap Perilaku Impulse Buying pada Pelanggan Shopee Generasi Z

Abstract

The rapid growth of e-commerce has increased consumers' tendency to engage in impulse buying, particularly among Generation Z. This study aims to analyze the influence of hedonism and shopping lifestyle on impulse buying behavior among Generation Z Shopee users. A quantitative research approach was employed, involving 180 respondents selected using a purposive sampling technique. Data were collected through a structured questionnaire and analyzed using multiple linear regression. The findings indicate that both hedonism and shopping lifestyle have a positive and significant effect on impulse buying behavior. Furthermore, hedonism exerts a stronger influence on impulse buying than shopping lifestyle. These findings suggest that consumers' pleasure-oriented lifestyles and shopping habits play an important role in encouraging impulsive purchasing behavior on the Shopee platform among Generation Z.