GAMBARAN PERILAKU IMPULSIVE BUYING DI KALANGAN PEKERJA GENERASI Z DALAM PENGGUNAAN APLIKASI BELANJA ONLINE (E-COMMERCE)

The tendency of Gen Z workers who have income and are familiar with digital technology give rises impulsive buying behavior, which emerges from both internal and external influences. The purpose of this study is to obtain a specific overview of the level and factors that may influence impulsive buying behavior in Gen Z workers. This study employed a descriptive quantitative approach with a total of 388 Gen Z respondents in Indonesia, aged between 18 and 28 years, using accidental sampling technique. The research utilized the Impulsive Buying Tendency Scale (IBTS), developed by Verplanken & Herabadi. Data were collected through an online questionnaire distributed via social media and analyzed using JASP software. The results showed that 53.35% of Gen Z workers had a high level of impulsive buying, predominantly among female subjects. Factors influencing impulsive buying include type of occupation, where Gen Z individuals working in companies or factories tend to be more impulsive, and higher income levels which, when combined with a consumptive lifestyle, can increase impulsive buying tendencies.