“I FEEL LIKE SHOPPING TODAY…”: ANALYSIS OF EXTERNAL AND SITUATIONAL FACTORS TOWARD ONLINE IMPULSE BUYING BEHAVIOR AMONG GENERATION Z AGED 18-24 YEARS

• Main Author: Nadya Larasati Aswan, Gabriella
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64681
• Institution: Institut Teknologi Bandung

In the past few decades, technology has surely changed, especially in information technology. For instance, smartphone is now one of the most used and important electronics for people right now because people from any generations use smartphone. They use it not only for taking photos or messaging, but also for browsing or even online shopping. Because of the easiness to access everything, they are exposed to a lot of information. Customers who used to go to the mall to buy clothes, now can just easily browse the clothes from website and in several simple steps, it is on its way to the customers. This leads to a new behaviour which is online impulse buying behaviour. According to Dawson and Kim (2009), impulse buying is supported by someone’s affective and cognitive response to purchase on impulse. Not only that, but also the external factors like discounts and web quality (Swarnalatha and Soundhariya, 2018) and situational factors like time and money availability (Beatty and Ferrell, 1998) actually have an influence on the customers. Among all customers, Generation Z is now the biggest target market as they are currently at their productive age. Because of the shifting in this shopping behaviour, the main objective of this research is to see which factors have the strongest influence on impulse online buying behaviour among Generation Z aged 18-24 years. For this research, a survey questionnaire was administered to 400 respondents. Reliability and validity test, classical assumption test, descriptive analysis, correlation analysis, and multiple linear regression are used to analyse the data. The results show that external factors and situation factors both have influence to the online impulse buying but situational factors have stronger impact toward the online impulse buying compared to external factors. These findings might enable companies to develop an effective marketing strategy.