Pengaruh Fomo, Hedonis Dan Diskon Terhadap Pembelian Implusif Kalangan Gen Z Di Shopee

Abstract

This study aims to determine the effect of Fomo (FEAR OF MISSING OUT), Hedonism and Discounts on Impulsive Purchases among Gen Z on Shopee. The data used in this study are primary and secondary data. Primary data is data obtained first hand by researchers. The data collection method used is a questionnaire. Secondary data is additional information obtained by researchers indirectly. The population in this study were gen z respondents on Shopee, the sample in this study was non-probability sampling with a purposive sampling technique with certain criteria including being at least 14-29 years old, having made purchases on Shopee in the last 6 months, actively using Shopee for shopping. The number of samples in this study was 120 respondents. Data analysis in this study used Multiple Linear Regression Analysis.