The Influence of Shopping Lifestyle, Sales Promotion, and Positive Emotion on Impulse Buying at Sociolla PENGARUH SHOPPING LIFESTYLE, SALES PROMOTION DAN POSITIVE EMOTION TERHADAP IMPULSE BUYING DI SOCIOLLA Section Articles

Abstract

Abstract. This study aims to analyze the influence of shopping lifestyle, sales promotion, and positive emotion on impulse buying among Generation Z consumers using the Sociolla platform in the Jabodetabek area. The study employs a quantitative approach with a causal-associative method. The sample consists of 100 respondents selected using purposive sampling. Data were collected via questionnaires and analyzed using multiple linear regression with the aid of SPSS. The results indicate that shopping lifestyle, sales promotion, and positive emotion simultaneously have a significant effect on impulse buying, with a coefficient of determination of 62.8%. Individually, shopping lifestyle and positive emotion have a positive and significant effect on impulse buying, whereas sales promotion does not have a significant effect. These findings suggest that the impulse buying behavior of Generation Z consumers on Sociolla is driven more by shopping lifestyle and positive emotions than by sales promotions.

Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh shopping lifestyle, sales promotion, dan positive emotion terhadap impulse buying pada konsumen Generasi Z pengguna platform Sociolla di Jabodetabek. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif kausal. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa secara simultan shopping lifestyle, sales promotion, dan positive emotion berpengaruh signifikan terhadap impulse buying dengan nilai koefisien determinasi sebesar 62,8%. Secara parsial, shopping lifestyle dan positive emotion berpengaruh positif dan signifikan terhadap impulse buying, sedangkan sales promotion tidak berpengaruh signifikan. Temuan ini menunjukkan bahwa perilaku pembelian impulsif konsumen Generasi Z di Sociolla lebih dipengaruhi oleh gaya hidup berbelanja dan emosi positif dibandingkan promosi penjualan.