ANALISA PERILAKU IMPULSIVE BUYING PADA GENERASI Z PENGGUNA E-COMMERCE SHOPEE

Generation Z refers to individuals born between 1997 and 2012 who grew up in an environment dominated by digital technology, the internet, and social media. Their close interaction with technology has led to a high level of online shopping activity through e-commerce platforms, one of which is Shopee. This study aims to examine whether there are differences in impulsive buying behavior based on gender, social status, and membership status among Generation Z users of Shopee. This research employed a quantitative comparative method. The participants consisted of 374 respondents (187 males and 187 females), selected using purposive sampling with the criteria of belonging to Generation Z and having at least a Silver membership on Shopee. Data were collected using the Impulsive Buying Scale developed by Verplanken and Herabadi. The data were analyzed using the Mann–Whitney test with Jeffrey’s Amazing Statistics Program (JASP). The results showed a significance value (p) of 0.079 (p > 0.05), indicating that the hypothesis was rejected. This finding suggests that there is no significant difference in impulsive buying behavior between male and female Generation Z users of Shopee.