PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN DISCOUNT TERHADAP IMPULSE BUYING DI ZALORA PADA KONSUMEN GENERASI Z

The purpose of this study was to determine and test whether shopping lifestyle, fashion involvement and discount variables have an influence on impulse buying at Zalora for generation Z consumers. The population in this study was generation Z consumers. The sampling technique in this study used purposive sampling with the number of a sample of 100 respondents. In this study, the data collection technique used a questionnaire instrument. The data analysis technique used in this research is multiple linear regression analysis. The results obtained from this study are that the shopping lifestyle and discount variables have a positive and significant effect on impulse buying at Zalora for generation Z consumers. While the fashion involvement variable has no significant effect on impulse buying at Zalora on generation Z consumers. Suggestions for Zalora can create a discount program who are creative, provide a fashion trend and create a fashion model that is only sold specifically on Zalora.

Keywords: Shopping Lifestyle, Fashion Involvement, Discount, Impulse Buying, Zalora and Generation Z