Pengaruh Implusive Buying dan Kualitas Produk terhadap Kepuasan Konsumen Generasi Z pada Platfrom Shopee di Kota Jambi

Bunga Praditya Ningsih ; Husni Hasbullah ; Garry Yuesa Rosyid
Akuntansi Pajak dan Kebijakan Ekonomi Digital 📅 2024 Vol 2, No 2 🔗 DOI: 10.61132/apke.v2i2.1028
Abstract
This study aims to analyze the influence of impulsive buying and product quality on consumer satisfaction of generation Z on the Shopee platform in Jambi City. This study is motivated by the phenomenon of Shopee e-commerce which is a favorite in Indonesia, especially among generation Z who have consumptive characteristics and like unique shopping experiences. Data were collected from 96 generation Z respondents using a questionnaire. The results showed that the average respondent's assessment of impulsive buying was 347.87, and for product quality was 376.25. Multiple linear regression tests showed that there was a significant influence between impulsive buying and product quality on consumer satisfaction with an R square value of 0.522, which means that 52.2% of the variation in consumer satisfaction is explained by these two variables. This study is expected to contribute to the development of more effective marketing strategies for e-commerce business actors, especially those targeting the generation Z segment, by understanding the factors that influence impulsive buying decisions and consumer satisfaction levels.
Keywords
Impulsive Buying; Product Quality; Generasi Z; Shope Consumer Satisfaction
How to Cite

Bunga Praditya Ningsih, et al. (2024). Pengaruh Implusive Buying dan Kualitas Produk terhadap Kepuasan Konsumen Generasi Z pada Platfrom Shopee di Kota Jambi. Akuntansi Pajak dan Kebijakan Ekonomi Digital, 2(2). https://doi.org/10.61132/apke.v2i2.1028

Bunga Praditya Ningsih; Husni Hasbullah; Garry Yuesa Rosyid, "Pengaruh Implusive Buying dan Kualitas Produk terhadap Kepuasan Konsumen Generasi Z pada Platfrom Shopee di Kota Jambi," Akuntansi Pajak dan Kebijakan Ekonomi Digital, vol. 2, no. 2, 2024.

Bunga Praditya Ningsih; Husni Hasbullah; Garry Yuesa Rosyid. "Pengaruh Implusive Buying dan Kualitas Produk terhadap Kepuasan Konsumen Generasi Z pada Platfrom Shopee di Kota Jambi." Akuntansi Pajak dan Kebijakan Ekonomi Digital, vol. 2, no. 2, 2024.

Bunga Praditya Ningsih; Husni Hasbullah; Garry Yuesa Rosyid. "Pengaruh Implusive Buying dan Kualitas Produk terhadap Kepuasan Konsumen Generasi Z pada Platfrom Shopee di Kota Jambi." Akuntansi Pajak dan Kebijakan Ekonomi Digital 2, no. 2 (2024).

Bunga Praditya Ningsih, et al. (2024) 'Pengaruh Implusive Buying dan Kualitas Produk terhadap Kepuasan Konsumen Generasi Z pada Platfrom Shopee di Kota Jambi', Akuntansi Pajak dan Kebijakan Ekonomi Digital, 2(2). doi: 10.61132/apke.v2i2.1028.

Bunga Praditya Ningsih; Husni Hasbullah; Garry Yuesa Rosyid. Pengaruh Implusive Buying dan Kualitas Produk terhadap Kepuasan Konsumen Generasi Z pada Platfrom Shopee di Kota Jambi. Akuntansi Pajak dan Kebijakan Ekonomi Digital. 2024;2(2).

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