Perilaku Impulsive Buying: Implementasi Pendekatan Technology Acceptance Model Pada Keputusan Pembelian E-commerce | Jurnal Informatika Ekonomi Bisnis

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Perilaku Impulsive Buying: Implementasi Pendekatan Technology Acceptance Model Pada Keputusan Pembelian E-commerce

Puteri Anindya Maulan Universitas Sains dan Teknologi Komputer Ivan Permana Universitas Sains dan Teknologi Komputer Jentoro Wicaksono Universitas Sains dan Teknologi Komputer Edwin Zusrony Universitas Sains dan Teknologi Komputer Agustinus Budi Santoso Universitas Sains dan Teknologi Komputer DOI: https://doi.org/10.37034/infeb.v6i2.886 Keywords: Impulsive Buying, Technology Acceptance Model, E-Commerce, Purchase Decisions, Gen Z Abstract The behavior of purchasing products via e-commerce is quite often carried out by Gen Z who are attracted by discount promos and are tempted by cheap prices. This research aims to determine the influence of impulsive buying and technology acceptance model (TAM) through the trust variable on product purchasing decisions in e-commerce by Gen Z. This research is a quantitative research with associative methods using primary data with a sample of 100 respondents from all final year students in the city of Semarang. The sampling technique uses a non-probability sampling technique with a purposive sampling method. The data collection technique uses a questionnaire with a Likert scale. The data analysis technique uses SEM-PLS and is processed using SmartPLS 4.0 software. The results of data analysis show that five hypotheses were tested, four hypotheses were accepted and one hypothesis was rejected. The impulsive buying and technology acceptance model variables have a significant effect on the trust variable, while the trust variable also has a significant effect on purchasing decisions. Then the technology acceptance model variable has no influence at all on the trust variable, so the fourth hypothesis is rejected. Downloads Download data is not yet available. References Rohman, D., Triana, I., Lestari, N. A., Hanita, R., Rozak, R. W. A., & Mulyani, H. (2023). Analisis Impulse Buying Mahasiswa Pada Flash Sale dan Gratis Ongkir Shopee: Keinginan atau Kebutuhan?. Jurnal Ecogen, 6(2), 156. 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Pengaruh Promosi dan Harga terhadap Keputusan Pembelian pada E-Commerce Lazada Indonesia. The Manager Review, 4(1), 1–8. DOI: https://doi.org/10.33369/tmr.v4i1.20328 .	Download Published 2024-06-30 Issue Vol. 6, No. 2 (June 2024) Section Articles How to Cite Maulan, P. A., Permana, I., Wicaksono, J., Zusrony, E., & Santoso, A. B. (2024). Perilaku Impulsive Buying: Implementasi Pendekatan Technology Acceptance Model Pada Keputusan Pembelian E-commerce. Jurnal Informatika Ekonomi Bisnis, 6(2), 448-452. https://doi.org/10.37034/infeb.v6i2.886 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

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