Pengaruh Implusive Buying dan Kualitas Produk terhadap Kepuasan Konsumen Generasi Z pada Platfrom Shopee di Kota Jambi

Authors

  • Bunga Praditya Ningsih Universitas jambi
  • Husni Hasbullah Universitas jambi
  • Garry Yuesa Rosyid Universitas jambi

DOI:

https://doi.org/10.61132/apke.v2i2.1028

Keywords:

Impulsive Buying, Product Quality, Generasi Z, Shope Consumer Satisfaction

Abstract

This study aims to analyze the influence of impulsive buying and product quality on consumer satisfaction of generation Z on the Shopee platform in Jambi City. This study is motivated by the phenomenon of Shopee e-commerce which is a favorite in Indonesia, especially among generation Z who have consumptive characteristics and like unique shopping experiences. Data were collected from 96 generation Z respondents using a questionnaire. The results showed that the average respondent's assessment of impulsive buying was 347.87, and for product quality was 376.25. Multiple linear regression tests showed that there was a significant influence between impulsive buying and product quality on consumer satisfaction with an R square value of 0.522, which means that 52.2% of the variation in consumer satisfaction is explained by these two variables. This study is expected to contribute to the development of more effective marketing strategies for e-commerce business actors, especially those targeting the generation Z segment, by understanding the factors that influence impulsive buying decisions and consumer satisfaction levels.

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References

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Published

2024-05-31

How to Cite

Bunga Praditya Ningsih, Husni Hasbullah, & Garry Yuesa Rosyid. (2024). Pengaruh Implusive Buying dan Kualitas Produk terhadap Kepuasan Konsumen Generasi Z pada Platfrom Shopee di Kota Jambi. Akuntansi Pajak Dan Kebijakan Ekonomi Digital, 2(2), 11–20. https://doi.org/10.61132/apke.v2i2.1028