IMPULSIVE ONLINE BUYING OF “Y” GENERATIONS

Authors

  • Yanto Azie Setya Universitas Sultan Ageng Tirtayasa
  • Anita Dyah Juniarti Universitas Banten Jaya

DOI:

https://doi.org/10.56548/msr.v3i4.137

Keywords:

intensity of using instagram, positive shopping emotion, impulsive buying online, Y generation, social media

Abstract

The purpose of this study was to examine the effect of the Intensity of using Instagram, and Positive shopping emotion on Impulsive buying online on Y generations of Instagram social media users. Data analysis was performed on 150 respondents' from Y generation as buyers of convenience and shopping goods. Data analysis using regression with smartPLS software version 3.3.2 which was used to test the three hypotheses in this study. The results of data analysis show that the effect of the intensity of using Instagram to impulsive buying online and positive shopping emotion, and positive shopping emotion to impulsive buying online are significant among Y generation.

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Published

2024-11-30

How to Cite

Setya, Y. A., & Juniarti, A. D. (2024). IMPULSIVE ONLINE BUYING OF “Y” GENERATIONS. Management Science Research Journal, 3(4), 146–158. https://doi.org/10.56548/msr.v3i4.137

Issue

Vol. 3 No. 4 (2024): November 2024

Section

Articles

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Copyright (c) 2024 Yanto Azie Setya, Anita Dyah Juniarti

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