@misc{eprints85243,
           month = {Juni},
           title = {PENGARUH LIMITED TIME SCARCITY, PRICE DISCOUNT, DAN
PRODUCT INFORMATION TERHADAP PERILAKU IMPULSIVE
BUYING (STUDI PADA PENGGUNA SHOPEE KALANGAN GENERASI

Z DI LAMPUNG)},
          author = {AINIL MARWAH KHAMSAH },
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS ILMU SOSIAL DAN ILMU POLITIK},
            year = {2024},
             url = {http://digilib.unila.ac.id/85243/},
        abstract = {Fenomena belanja online yang berkembang saat ini didominasi oleh kalangan
generasi Z yang cenderung memiliki karakter hedonis, konsumtif, dan boros serta
mudah terpengaruh oleh strategi promosi yang menarik sehingga sering melakukan
aktivitas belanja yang tidak dibutuhkan. Penelitian ini dilakukan untuk mengetahui
besarnya pengaruh limited time scarcity, price discount, dan product information
terhadap perilaku impulsive buying pada pengguna Shopee kalangan generasi Z di
Lampung. Jenis penelitian ini yaitu explanatory research dengan metodologi
kuantitatif. Target populasi dalam penelitian ini adalah pengguna Shopee kalangan
generasi Z di Lampung yang pernah melakukan pembelian pada flash sale Shopee.
Teknik pengambilan sampel dalam penelitian ini yakni purposive sampling. Jumlah
responden yang didapatkan sebanyak 210 responden, namun hanya 179 responden
yang memenuhi kriteria sampel. Kemudian terjadi eliminasi outliers saat
dilakukannya uji normalitas, sehingga data yang dapat diolah hanya dari 143
responden. Data diolah menggunakan alat uji SPSS dengan analisis regresi linear
berganda. Hasil penelitian secara parsial menunjukkan bahwa limited time scarcity,
price discount, dan product information berpengaruh terhadap impulsive buying.
Selain itu, secara simultan limited time scarcity, price discount, dan product
information juga berpengaruh terhadap perilaku impulsive buying.

Kata Kunci: Limited Time Scarcity, Price Discount, Product Information,
Impulsive Buying, Flash Sale, Shopee.

i

i
ABSTRACT

THE INFLUENCE OF LIMITED TIME SCARCITY, PRICE DISCOUNT,
AND PRODUCT INFORMATION ON IMPULSIVE BUYING BEHAVIOR
(STUDY ON SHOPEE USERS AMONG GENERATION Z IN LAMPUNG)

By

KHAMSAH AINIL MARWAH

The growing phenomenon of online shopping is currently dominated by generation
Z who tend to have hedonistic, consumptive, and wasteful characters and are easily
influenced by attractive promotional strategies so that they often carry out
unnecessary shopping activities. This study was conducted to determine the effect
of limited time scarcity, price discount, and product information on impulsive
buying behavior on Shopee users among generation Z in Lampung. This type of
research is explanatory research with quantitative methodology. The target
population in this study were Shopee users among generation Z in Lampung who
had made purchases at the Shopee flash sale. The sampling technique in this study
was purposive sampling. The number of respondents obtained was 210
respondents, but only 179 respondents met the sample criteria. Then there was an
elimination of outliers during the normality test, so that only 143 respondents could
process the data. The data is processed using the SPSS test tool with multiple linear
regression analysis. The results of the study partially show that limited time
scarcity, price discount, and product information affect impulsive buying. In
addition, simultaneously limited time scarcity, price discount, and product
information also affect impulsive buying behavior.

Keywords: Limited Time Scarcity, Price Discount, Product Information,
Impulsive Buying, Flash Sale, Shopee.}
}