Pengaruh Gaya Hidup Dan Flash Sale terhadap Pembelian Impulsif pada Generasi Z di Kabupaten Bojonegoro

Abstrak

The transformation of cyber technology alongside the emergence of interactive online media has reconstructed the digital consumptive tendencies of Generation Z. TikTok Shop has become one of the electronic commerce platforms utilizing digital promotional strategies, such as Flash Sales, thereby stimulating consumers’ impulsive purchasing behavior. This investigation was conducted to identify the relationship between lifestyle and Flash Sale programs toward spontaneous buying behavior among Generation Z users of TikTok Shop in Bojonegoro Regency. A quantitative approach was implemented through a survey method involving 100 participants selected using purposive sampling techniques. Questionnaires were distributed as the instrument for obtaining research information, while hypothesis testing employed multiple linear regression assisted by SPSS version 26. The findings demonstrated that lifestyle exerted a significant positive influence on impulsive buying, indicated by a t-value of 4.747 and a probability value of 0.000 < 0.05. Flash sale likewise demonstrated a significant positive influence on impulsive buying, reflected by a t-value of 3.147 and a probability value of 0.002 < 0.05. Simultaneous testing obtained an f-value of 67.312 > 3.09 with a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.573 indicated that lifestyle and Flash Sale variables explained impulsive buying by 57,3%.