The The Influence of Gender and Social Environment on Impulse Buying Behavior of Shopeepay Users in Purwakarta District (Case Study on Generation Z)
Keywords:
gender, social circle, impulse buying behavior, ShopeePay, Generation ZAbstract
Abstract
Purpose – To analyze the influence of gender and social environment on impulsive buying behavior among ShopeePay users in Purwakarta Regency, particularly within Generation Z
Methodology - This study uses a quantitative descriptive-verificative approach using non-probability sampling with 100 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of IBM SPSS version 27.
Findings - The results revealed that, partially, gender has a positive and significant effect on impulsive buying behavior (p = 0.000; t = 5.948 > 1.985), while the social environment has a negative and significant effect (p = 0.001; t = 3.595 > 1.985). Simultaneously, both variables significantly affect impulsive buying behavior with an F value of 10.018 > F table 3.09 and a significance level of 0.000. The coefficient of determination (R²) was 0.171, indicating that 17.1% of the variation in impulsive buying behavior is explained by the independent variables.
Implication -The implications suggest that gender-based marketing strategies and social influence dynamics should be considered by digital commerce practitioners, especially in designing promotional campaigns and enhancing user engagement on e-commerce platforms.
Originality - This article presents lies in its focus on ShopeePay users in a semi-urban area (Purwakarta Regency) and its contribution to the literature on impulsive consumption behavior among Generation Z in the context of digital wallets.
Keywords: Gender, Social Environment, Impulsive Buying Behavior, ShopeePay, Generation Z.
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