ANALISIS PENGARUH PERILAKU HEDONIS TERHADAP IMPULSE BUYING GENERASI Z (STUDI PADA MARKETPLACE BUKALAPAK)

Abstrak

This study aims to analyze the influence of hedonic behavior on impulse buying among Generation Z users in the Bukalapak marketplace. Hedonic behavior is defined as the consumer's motivation to shop for pleasure and emotional satisfaction, while impulse buying refers to unplanned purchases made spontaneously. Data were collected through an online questionnaire with 100 respondents aged 18–27 who are Bukalapak users. The results of a simple linear regression analysis show that hedonic behavior has a positive and significant effect on impulse buying (significance value 0.000 < 0.05). The correlation coefficient test indicates a strong relationship between the two variables with a Pearson correlation value of 0.641. This study also identifies that Generation Z's hedonic behavior on Bukalapak is dominated by self-gratification and the pursuit of enjoyable shopping experiences, such as hunting for discounts and comparing prices. These findings provide valuable insights for marketplace business players to develop features that support hedonic behavior, such as discounts, gamification, and live shopping, to increase engagement and reduce churn among Generation Z.   Keywords: Hedonic Behavior; Impulse Buying; Generation Z; Marketplace; Consumer Behavior Influence.