Pengaruh Promosi dan Paylater terhadap Impulse Buying Generasi Z dalam berbelanja di Shopee (Studi pada Pengguna Shopee Paylater di Bekasi)

Yuliana, Ratna (2025) Pengaruh Promosi dan Paylater terhadap Impulse Buying Generasi Z dalam berbelanja di Shopee (Studi pada Pengguna Shopee Paylater di Bekasi). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the effect of Promotion and Paylater on Impulse Buying among Generation Z when shopping on Shopee. The population in this study consists of Shopee Paylater users. This research uses a quantitative research design and the data was processed using IBM SPSS Statistics 25. The sample size consists of 100 respondents. The sampling technique uses the Lemeshow formula with the following respondent criteria: aged between 17–28 years old, have used Shopee Paylater at least once, and reside in Bekasi. The results of the partial test (t-test) show that both promotion and paylater have a positive and significant effect on impulse buying on Shopee. In the partial test, the dominant independent variable influencing impulse buying is promotion, as it has the highest beta value of 0.601 and a significance value of 0.000, which is less than 0.05. The results of the simultaneous test (f-test) show that promotion and paylater simultaneously influence impulse buying, with a significance value of 0.000 < 0.05.

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