Peran Konformitas dan Shopping Lifestyle dengan Impulse Buying Melalui E-commerce pada Pekerja Generasi Z

Putra, PRIMUS (2026) Peran Konformitas dan Shopping Lifestyle dengan Impulse Buying Melalui E-commerce pada Pekerja Generasi Z. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the role of conformity and shopping lifestyle in impulse buying through e-commerce among Generation Z workers. This research used a quantitative approach with a correlational method. The subjects of this study were 111 Generation Z workers who receive minimum wage in the DKI Jakarta area and have used e-commerce for more than one year, selected using an incidental sampling technique. Data were collected using conformity, shopping lifestyle, and impulse buying scales in the form of Likert scales. Data analysis was conducted using SPSS version 22. The results showed that conformity has a significant role in impulse buying (r = 0.654; p < 0.05) and shopping lifestyle also has a significant role in impulse buying (r = 0.889; p < 0.05). In addition, conformity and shopping lifestyle simultaneously have a significant role in impulse buying (F = 52.655; p < 0.05) with a coefficient of determination value (R²) of 0.494, indicating that both variables contributed 49.4% to impulse buying among Generation Z workers who use e-commerce. The higher the conformity and the stronger the shopping lifestyle, the higher the tendency of impulse buying behavior among Generation Z workers.

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