Online Impulse Buying Konsumen e-commerce Generasi Z di Sulawesi Utara

Abstract

Impulse buying or spontaneous buying is the behavior of buying products without planning. The purpose of this study was to determine impulse buying behavior in Gen Z, especially in North Sulawesi because it was affected by the influence of lifestyle and marketing promotions. The solution to overcome this is by reducing online shopping and prioritizing needs rather than the desire to prevent impulse buying in Generation Z, especially in North Sulawesi. This study uses qualitative research methods, and to obtain data, and the research subject is Generation Z, especially in North Sulawesi and also uses the SWOT method for analysis. And to collect data using a questionnaire that contains questions about impulse buying in Generation Z, especially in North Sulawesi. Based on the results of the study, it can be concluded that there is impulse buying behavior in Generation Z, especially in North Sulawesi. This study proposes a solution to overcome this, namely by reducing online shopping and prioritizing needs over wants to avoid preventing impulse buying.