Electronic Theses and Dissertation

Perilaku impulsive buying menjadi topik yang menarik untuk diteliti, terutama dalam konteks belanja online menggunakan dompet digital atau e-wallet. Fenomena ini semakin menjadi sorotan karena perkembangan teknologi, khususnya aplikasi e-wallet , yang telah memudahkan konsumen untuk berbelanja secara online dengan cepat dan mudah melalui berbagai promo, diskon, dan fitur menarik untuk meningkatkan daya tarik belanja online. Penelitian ini bertujuan untuk melihat bagaimana pengaruh diskon dan fitur layanan yang ditawarkan oleh aplikasi e-wallet Dana terhadap perilaku impulsive buying pada konsumen generasi Z (Gen Z) di kota Banda Aceh. Teori yang digunakan dalam penelitian ini adalah teori Elaboration Likelihood Model (ELM). Penelitian ini melibatkan analisis data dari 382 responden yang dikumpulkan melalui kuesioner via Google Formulir. Hasil analisis data diolah menggunakan bantuan SPSS versi 25. Hasil uji F dalam penelitian menunjukkan bahwa variabel diskon (X1) dan variabel fitur layanan (X2) secara simultan atau bersama-sama memiliki pengaruh signifikan terhadap perilaku impulsive buying (Y) dengan nilai Fhitung sebesar 272.279 dan signifikansi 0,000 ttabel 1,966 dan signifikansi 0,000 ttabel 1,966 dan signifikansi 0,026 < 0,05. Hasil uji R Square menunjukkan nilai adjusted R square sebesar 0,587 (59%) yang berarti bahwa variabel diskon dan fitur layanan mempengaruhi variabel perilaku impulsive buying sebesar 59% sedangkan 41% dijelaskan oleh variabel lain.

The behavior of impulsive buying has become an interesting topic to be researched, especially in the context of online shopping using digital wallets or e-wallets. This phenomenon is gaining more attention due to technological advancements, particularly in e-wallet applications, which has made online shopping faster and more convenient for consumers through various promotions, discounts, and attractive features to enhance the appeal of online shopping. This study aims to examine the influence of discounts and service features offered by the e-wallet application Dana on impulsive buying behavior among Generation Z consumers in Banda Aceh. The theoretical framework used in this research is the Elaboration Likelihood Model (ELM). Data analysis in this study involved 382 respondents and was collected through a questionnaire distributed via Google Forms. The data were processed using SPSS version 25.The results of the F-test in this study indicate that the variables of discounts (X1) and service features (X2) collectively have a significant influence on impulsive buying behavior (Y), with an F-value of 272.279 and a significance level of 0.000 < 0.05. The results of the T-test show that the variable of discounts (X1) has a significant partial influence on impulsive buying behavior (Y), with a t-value of 11.201 > t-table of 1.966 and a significance level of 0.000 < 0.05. Similarly, the variable of service features (X2) also has a significant partial influence on impulsive buying behavior (Y), with a t-value of 2.248 > t-table of 1.966 and a significance level of 0.025 < 0.05. The R Square test result indicates an adjusted R-square value of 0.587 (59%), which means that the discount and service feature variables influence impulsive buying behavior by 59%, while the remaining 41% is explained by other variables.