PENGARUH SHOPEE PAYLATER, SHOPEE PINJAM, SHOPEE BAROKAH DAN HEDONIC MOTIVATION SHOPPING TERHADAP IMPULSE BUYING PADA E-COMMERCE SHOPEE\r\n(Studi Kasus Generasi Z di Banjarmasin)
Total View This Week0

Institusion

Universitas Islam Kalimantan M A B Banjarmasin

Author

Rhahmadani, Muhammad

Subject

H Social Sciences (General) 

Datestamp

2026-07-28 02:10:23 

Abstract :
ABSTRAK\r\nPenelitian ini bertujuan untuk menganalisis pengaruh Shopee PayLater, Shopee Pinjam, Shopee Barokah, dan Hedonic Motivation Shopping terhadap perilaku Impulse Buying pada pengguna Shopee di kalangan Generasi Z di Kota Banjarmasin. Latar belakang penelitian ini berangkat dari fenomena meningkatnya konsumsi digital melalui fitur-fitur kredit instan dan pengaruh emosional dalam keputusan pembelian online. Rumusan masalah mencakup pengaruh masing-masing variabel secara parsial dan simultan terhadap Impulse Buying. Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh variabel-variabel bebas terhadap pembelian impulsif pada generasi yang dikenal aktif secara digital dan cenderung konsumtif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner. Populasi dalam penelitian ini adalah Generasi Z di Banjarmasin, dengan sampel sebanyak 100 responden yang ditentukan melalui rumus Slovin dan teknik purposive sampling. Instrumen penelitian berupa kuesioner skala Likert lima poin yang telah diuji validitas dan reliabilitasnya. Hasil penelitian menunjukkan bahwa Shopee PayLater, Shopee Pinjam, Shopee Barokah, dan Hedonic Motivation Shopping berpengaruh positif secara simultan terhadap Impulse Buying. Secara parsial, variabel Shopee Barokah dan motivasi hedonik memiliki pengaruh paling signifikan. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi e-commerce dan pemahaman perilaku konsumtif generasi muda dalam konteks ekonomi digital dan syariah.\r\nKata Kunci: Shopee PayLater, Shopee Pinjam, Shopee Barokah, Hedonic Motivation Shopping, Impulse Buying.\r\n\r\n\r\nABSTRACT\r\nThis study aims to analyze the influence of Shopee PayLater, Shopee Pinjam, Shopee Barokah, and Hedonic Shopping Motivation on Impulse Buying behavior among Shopee users in Generation Z in Banjarmasin. The background of the study is based on the rising trend of digital consumption facilitated by instant credit features and emotional influences in online purchasing decisions. The research problems focus on whether each independent variable affects Impulse Buying, both partially and simultaneously. The objective is to determine\r\nthe extent to which these variables impact impulsive buying behavior among a digitally active and consumption-\r\ndriven generation. This research employs a quantitative approach with a survey method using questionnaires. The population consists of Generation Z residents in Banjarmasin, with a sample of 100 respondents selected using Slovin’s formula and purposive sampling. The instrument used is a five-point Likert scale questionnaire tested for validity and reliability. The findings show that all four variables have a simultaneous positive\r\ninfluence on Impulse Buying. Partially, Shopee Barokah and hedonic motivation were the most influential\r\nvariables. This study is expected to contribute to the development of e-commerce strategies and a deeper understanding of young consumers’ buying behavior in the context of digital and Islamic economics.\r\nKeywords: Shopee PayLater, Shopee Pinjam, Shopee Barokah, Hedonic Motivation Shopping, Impulse Buying.