Determinants Of Impulse Buying And Repurchase On Z Generation

Authors

  • Dewi Nurbaiti Institut Ilmu Sosial dan Manajemen Stiami
  • Edwin Sholeh Rahmanullah Institut Ilmu Sosial dan Manajemen Stiami

Keywords:

Impulse Buying, Copywriting, Repurchase, Self-Concept, Generation Z

Abstract

Z Generation has its own uniqueness judging from its self-concept and lifestyle. The purpose of this study is to look at the factors that influence Generation Z in doing impulse buying and repurchase. Advertising content or captions in modern advertising media are factors that can influence generation Z in impulse buying. Unplanned buying patterns can become repeat buying behavior in generation Z because of the attractiveness of sellers, namely sales promotion. This study used qualitative methods, with interview and literature study as a method of data research.  The number of respondents is as many as 20 students who fall into the category of Z generation.  The results of this study can be recommendations for business actors to increase the quality of copywriting content and the preparation of sales programs in order to attract impulse buying behavior of Z generation.   For the theoretical aspects of this research is useful as a discovery of new theories related to Z generation self-concept that affect impulse buying behavior and repurchase.

References

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Osterwalder, A., Yves Pigneur, Greg Bernarda, Alan Smith. (2021). Value Proposition Design. Hak Cipta Terjemahan Indonesia: PT Elx Media Computindo.

Tjiptono Fandy, Gregorius Chandra. (2017). Pemasaran Strategik: Mengupas Pemasaran Strategik, Branding Strategy, Customer Satisfaction, Strategi Kompetitif, hingga e-Marketing. Yogyakarta: Penerbit ANDI

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Published

2023-04-29

Issue

Vol. 10 No. 2: April 2023

Section

Articles

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