Abstract:
One of the developments of the internet today is the birth of an online shopping place that
makes things easier. Plus, as we know, online marketplaces and internet advancement are
two things that complement each other where online marketplace advancements shorten
and change the way someone shops and besides, internet advancements are increasingly
entering the world. coupled with generation Z which has fast-paced characteristics which
makes this research interesting because it makes Gen Z as a research target. This study aims
to understand the influence of Hedonic Shopping toward Lifestyle, Hedonic Shopping
toward Impulse Buying and Lifestyle toward Impulse Buying for Gen Z on Jabodetabek.
uses a quantitative method and data measurement using the Likert scale. The respondents
were obtained through an online questionnaire with the results of 218 respondents. This
study uses SEM PLS 3 as a tool to test and uses simple random sampling as the sampling
method. In this study found that H1 Hedonic Shopping toward Lifestyle is accepted with
the number of T statistic 5.038 and P value 0.000, H2 Lifestyle Toward Impulse Buying is
also accepted with the number of T statistic 3.430 and P value 0.001 and then H3 Hedonic
Shopping towards Impulse Buying with the number of T statistic 0.268 and P value 0.000.
and the last hypothesis H4 Lifestyle have an indirect effect toward Hedonic Shopping on
Impulse Buying is accepted with T statistic 9.135 and P value count 0.000.
