FAKTOR-FAKTOR YANG MEMENGARUHI IMPULSE BUYING DI SITUS BELANJA ONLINE PADA GENERASI MILLENNIAL

Abstract

Abstract : Advances in technology are creating various innovations, one of which is online shopping sites. Shopee is one of the largest online shopping sites in Indonesia. The biggest online shopping is millennials. This study aims to find out the factors that affect impulse buying. The basic method of research used is descriptive method. Determination of the location of the sample is done by purposive sampling, namely in all regions of Indonesia. The method of determining the sample is purposive sampling with the number of respondents used by 100 respondents. The sample used is the Indonesian millennial generation that was born in 1980-2000. Data analysis used is multiple regression analysis using SPSS Version 22 software. The results showed that discounts, promotions, brands, positive emotions, hedonic shopping and money/payments together influenced the impulse buying of food products in Shopee in millennials. Individually discounts, brands and positive emotions have a real influence and brands are the most dominant factors influencing impulse buying of food products in Shopee in millennials.

Keywords : millennial generation, impulse buying, food products, online shopping sites