Analisis Impulsive Buying E-Commerce Pada Gen-Z di Kota Surabaya dengan Metode Structural Equation Modelling-Partial Least Square (SEM-PLS)

Putri, Meysa Endies Irenia (2025) Analisis Impulsive Buying E-Commerce Pada Gen-Z di Kota Surabaya dengan Metode Structural Equation Modelling-Partial Least Square (SEM-PLS). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

E-commerce merupakan salah satu inovasi dari kemajuan teknologi yang digunakan sebagai alat untuk memudahkan aktivitas jual beli. Munculnya e-commerce mengubah cara hidup masyarakat serta menciptakan peluang ekonomi dengan membuka lapangan pekerjaan baru dalam berbagai bidang. Namun, ditengah kemudahan yang ditawarkan, e-commerce juga membawa dampak negatif bagi masyarakat. Salah satunya yaitu muncul perilaku impulsive buying yang merupakan perilaku pembelian secara spontan tanpa adanya pertimbangan konsekuensi karena dorongan yang kuat untuk membeli sesuatu. Pada penelitian ini akan dilakukan analisis terhadap faktor-faktor yang berpengaruh terhadap perilaku impulsive buying antara lain social media marketing, kredibilitas influencer, dan brand awareness. Metode yang digunakan adalah Structural Equation Modelling-Partial Least Square dimana pengambilan sampel menggunakan teknik probability sampling yaitu simple random sampling sebanyak 418 sampel dengan responden yang digunakan adalah Gen-Z berusia 15-19 tahun di Kota Surabaya. Hasil analisis menunjukkan data yang digunakan telah teruji valid dan reliabel serta memenuhi kriteria data yang digunakan untuk metode SEM-PLS. Pengujian karakteristik menunjukkan kelompok usia dan jenjang pendidikan rendah cenderung lebih mudah terpengaruh oleh media sosial dan influencer sehingga lebih menunjukkan perilaku belanja secara impulsif. Model yang digunakan pada penelitian ini telah baik ditunjukkan dengan terpenuhinya seluruh evaluasi model. Variabel brand awareness dan impulsive buying memiliki nilai R² yang cukup baik, masing masing sebesar 40,5% dan 32,8%. Pengujian parameter model menunjukkan bahwa social media marketing dan kredibilitas influencer berpengaruh positif dan signifikan terhadap brand awareness dan impulsive buying pada Gen-Z. Namun, brand awareness tidak memiliki pengaruh signifikan terhadap impulsive buying secara langsung maupun sebagai mediator. Model yang digunakan dalam penelitian ini memiliki kinerja yang baik ditunjukkan dengan nilai indeks Goodness of Fit sebesar 0,455.
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E-commerce is one of the innovations resulting from technological advancements that serves as a tool to facilitate buying and selling activities. The emergence of e-commerce has transformed people's lifestyles and created economic opportunities by opening new job fields in various sectors. However, despite the convenience it offers, e-commerce also brings negative impacts to society. One of these is impulsive buying behavior, which refers to spontaneous purchases made without considering the consequences, driven by a strong urge to buy something.This study analyzes the factors that influence impulsive buying behavior, including social media marketing, influencer credibility, and brand awareness. The method used is Structural Equation Modelling-Partial Least Square (SEM-PLS), with the sample selected through probability sampling, specifically simple random sampling, involving 418 respondents from Gen-Z aged 15–19 years in Surabaya.The analysis results indicate that the data used are valid and reliable and meet the criteria for the SEM-PLS method. The analysis of respondent characteristics shows that individuals in younger age groups and lower educational levels are more easily influenced by social media and influencers, leading them to exhibit more impulsive buying behavior.The model used in this study is considered good, as evidenced by the fulfillment of all model evaluation criteria. The variables brand awareness and impulsive buying have fairly good R² values of 40.5% and 32.8%, respectively. The parameter testing results show that social media marketing and influencer credibility have a positive and significant effect on both brand awareness and impulsive buying among Gen-Z. However, brand awareness does not have a significant direct effect on impulsive buying, nor does it function as a significant mediator.The model used in this study demonstrates good performance, as indicated by a Goodness of Fit index value of 0.455.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	E-commerce, Impulsive Buying, SEM-PLS
Subjects:	H Social Sciences > HA Statistics H Social Sciences > HA Statistics > HA29 Theory and method of social science statistics
Divisions:	Faculty of Science and Data Analytics (SCIENTICS) > Statistics > 49201-(S1) Undergraduate Thesis
Depositing User:	Meysa Endies Irenia Putri
Date Deposited:	31 Jul 2025 07:46
Last Modified:	31 Jul 2025 07:46
URI:	http://repository.its.ac.id/id/eprint/123808

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