The Impact of hedonic motivation, paylater features, sales promotion, and web quality to online impulsive buying behaviour of generation Z consumers in Indonesia

Maryadi, Nadila Hingis (2023) The Impact of hedonic motivation, paylater features, sales promotion, and web quality to online impulsive buying behaviour of generation Z consumers in Indonesia. Undergraduate thesis, Widya Mandala Surabaya Catholic University.

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Abstract

During this era, there have been remarkable advancements in technology, which have brought about disruptive developments. This trend is evident in Indonesia, where people are enthusiastic about innovating in the realm of online shopping. They are not only focused on enhancing online shopping platforms but also on expanding the range of payment options available. Over time, individuals in Indonesia have gained more choices, such as the introduction of the paylater feature. Consequently, there has been an increase in impulsive buying among many Indonesians. The purpose of this study is to examine the impact of hedonic motivation, the paylater feature, sales promotion, and web quality on the online impulsive buying behavior of Generation Z consumers in Indonesia. Generation Z, characterized by their adeptness with technology and strong digital connectivity, has emerged as a significant consumer group in the e-commerce industry. The data for this study was collected through a Google Form survey. The researcher gathered responses from 246 individuals residing in Indonesia, aged between 11 and 26 years old, who had used the paylater feature as a payment option three past months. The collected data was then processed using Smart PLS 4.0 and analyzed through the Structural Equation Model (SEM) method. The findings of the study indicate that hedonic motivation has a significant influence on online impulsive buying behavior. Additionally, the presence of the paylater feature, sales promotion efforts, and web quality also exert a significant influence on online impulsive buying behavior

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
Contributors
NIDN / NIDK
Email
Thesis advisor
Wibowo, Wahyudi
NIDN0715047402
UNSPECIFIED
Thesis advisor
Memarista, Gesti
NIDN0715128704
UNSPECIFIED
Uncontrolled Keywords: Hedonic motivation, paylater feature, sales promotion, web quality, online impulsive buying behavaiour.
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Nadila Hingis Maryadi
Date Deposited: 27 Nov 2023 06:47
Last Modified: 27 Nov 2023 06:47
URI: https://repository.ukwms.ac.id/id/eprint/36515

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