ANALYSIS OF IMPULSIVE BUYING IN SHOPEE E-COMMERCE AMONG GENERATION Z IN EAST JAKARTA

Impulsive buying is an unplanned shopping behavior characterized by sudden decisions to purchase anitem, often triggered by strong emotional impulses. This phenomenon is becoming increasingly commonin the context of e-commerce, where consumers are more likely to engage in impulsive buying comparedto shopping in physical stores. Factors influencing impulsive buying include hedonic motivation,promotional of ers, and the convenience of access through online platforms. Additionally, psychologicalconditions such as anxiety and the desire to fulfill emotional needs also play a crucial role in driving thisbehavior. With the rise of social media and e-commerce apps, impulsive shopping behavior in onlineshopping is expected to continue growing, especially among Generation Z, who are active users of digitaltechnology. This study aims to explore the factors influencing impulsive buying and its implications formarketing strategies in the digital era. A survey method was used, with data obtained from interviewswith 20 respondents born between 1997 and 2012. The findings indicate that hedonic shoppingmotivation and price discounts have a significant impact on impulsive buying behavior, while electronicpayment methods do not show a significant influence. Simultaneously, the combination of these threefactors significantly af ects impulsive buying behavior.