Pengaruh Popularitas Influencer dan Flash Sale Dicounts Produk Emina di Shopee Live Terhadap Impulsive Buying di Generasi Z

The Effect of Influencer Popularity and Flash Sale Discounts on Emina Product on Shopee Live on Impulsive Buying among Generation Z

Studi ini bertujuan untuk menganalisis dampak dari popularitas influencer dan diskon flash sale terhadap impulsive buying pada Generasi Z saat membeli produk Emina melalui Shopee Live. Studi ini mengadopsi pendekatan kuantitatif eksplanatori dengan melibatkan 170 responden yang dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan regresi linier berganda melalui SPSS. Hasil penelitian menunjukkan bahwa popularitas influencer berpengaruh negatif signifikan terhadap impulsive buying, sedangkan flash sale discounts berpengaruh positif signifikan. Secara simultan, kedua variabel berpengaruh signifikan dengan kontribusi mencapai 62,4% terhadap impulsive buying. Penelitian ini menunjukkan bahwa stimulus sosial dan intensif moneter memiliki peran berbeda dalam memicu pembelian impulsif, dengan flash sale sebagai bentuk intensif moneter yang disajikan secara situasional menjadi faktor dominan dalam mendorong perilaku impulsif konsumen generasi Z.

This study aims to analyze the impact of influencer popularity and flash sale discounts on impulsive buying among Generation Z when purchasing Emina products through Shopee Live. This study adopts an explanatory quantitative approach involving 170 respondents selected through purposive sampling. Data analysis was performed using multiple linear regression through SPSS. The results show that influencer popularity has a significant negative effect on impulsive buying, while flash sale discounts have a significant positive effect. Simultaneously, both variables have a significant effect, contributing 62.4% to impulsive buying. This study shows that social stimuli and monetary incentives play different roles in triggering impulsive buying, with flash sales as a form of monetary incentive presented situationally becoming a dominant factor in driving the impulsive behavior of Generation Z consumers.