Pengaruh sales promotion terhadap impulsive buying pada mahasiswa Gen Z yang menggunakan e-commerce

INDONESIA:

Perkembangan platform e-commerce di Indonesia telah mendorong munculnya berbagai strategi promosi penjualan (Sales promotion) seperti flash sale, diskon, voucher, dan cashback yang dapat memicu perilaku pembelian tidak terencana (impulsive buying), khususnya pada mahasiswa Generasi Z. Kerap kali, pembelian impulsif mengarah ke pembelian barang yang tidak terpakai, tekanan finansial yang menumpuk, kecenderungan membeli barang yang tidak dibutuhkan membuat individu merasakan rasa penyesalan dan stress yang kian lama menumpuk.

Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Pengumpulan data dilakukan secara online melalui Google Form pada tanggal 27–31 Mei 2026. Sampel dalam penelitian ini berjumlah 315 responden mahasiswa Gen Z pengguna e-commerce yang dipilih menggunakan teknik sampling tertentu. Instrumen penelitian menggunakan skala Sales promotion yang dikembangkan berdasarkan aspek Kotler & Keller (2016) dan skala impulsive buying berdasarkan aspek Verplanken & Herabadi (2001). Analisis data menggunakan uji regresi sederhana dengan bantuan perangkat lunak JASP.

Hasil penelitian menunjukkan bahwa: (1) tingkat Sales promotion mahasiswa Gen Z berada pada kategori sedang dengan persentase 69% (218 dari 315 responden); (2) tingkat impulsive buying mahasiswa Gen Z berada pada kategori sedang dengan persentase 70% (220 dari 315 responden); (3) Sales promotion berpengaruh signifikan terhadap impulsive buying pada mahasiswa Gen Z yang menggunakan e-commerce (R = 0,668; R² = 0,446; p < 0,001), dengan kontribusi sebesar 44,6% sedangkan 55,4% dipengaruhi oleh faktor lain seperti mood, self-esteem, self-concept, self-efficacy, serta faktor lingkungan toko dan penawaran produk.

ENGLISH:

The development of e-commerce platforms in Indonesia has driven the emergence of various sales promotion strategies such as flash sales, discounts, vouchers, and cashback that can trigger unplanned purchasing behavior (impulsive buying), particularly among Generation Z college students. Impulsive purchases often lead to buying unused items and accumulating financial pressure; the tendency to buy unneeded goods makes individuals experience feelings of regret and increasingly accumulating stress.

This study used a quantitative approach with a survey method. Data were collected online via Google Forms on 27–31 May 2026. The sample in this study consisted of 315 Generation Z e-commerce user respondents selected using a specific sampling technique. The research instrument used a sales promotion scale developed based on the aspects of Kotler & Keller (2016) and an impulsive buying scale based on the aspects of Verplanken & Herabadi (2001). Data were analyzed using a simple regression test with the assistance of JASP software.

The results showed that: (1) the level of sales promotion among Generation Z students was in the moderate category at 69% (218 of 315 respondents); (2) the level of impulsive buying among Generation Z students was in the moderate category at 70% (220 of 315 respondents); (3) sales promotion had a significant effect on impulsive buying among Generation Z college students using e-commerce (R = 0.668; R² = 0.446; p < 0.001), contributing 44.6%, while the remaining 55.4% was influenced by other factors such as mood, self-esteem, self-concept, self-efficacy, as well as store environment factors and product offers.