THE EFFECT OF PRICE DISCOUNTS AND SHOPPING LIFESTYLE ON IMPULSE BUYING AMONG GENERATION Z SHOPEE USERS IN LAMONGAN REGENCY

Bi Ahmad Alawi Ash Shidiqi; Henny Mahmudah; Evi Fitrotun Najiah; M Yaskun

THE EFFECT OF PRICE DISCOUNTS AND SHOPPING LIFESTYLE ON IMPULSE BUYING AMONG GENERATION Z SHOPEE USERS IN LAMONGAN REGENCY

Authors

Bi Ahmad Alawi Ash Shidiqi Universitas Islam Lamongan
Henny Mahmudah Universitas Islam Lamongan
Evi Fitrotun Najiah Universitas Islam Lamongan
M Yaskun Universitas Islam Lamongan

Keywords:

Price Discount, Shopping Lifestyle, and Impulse Buying, Generation Z, Shopee.

Abstract

This study aims to analyze the effect of price discounts and shopping lifestyle on impulse buying among Generation Z Shopee users in Lamongan Regency. The study employed a quantitative approach with a sample of 112 respondents selected using purposive sampling. Data were analyzed using multiple linear regression, t-test, and F-test. The results indicate that both price discounts and shopping lifestyle have a positive and significant effect on impulse buying, both partially and simultaneously. Shopping lifestyle is the most dominant variable influencing impulse buying. These findings suggest that higher levels of price discounts and shopping lifestyle lead to a greater tendency toward impulse buying among Generation Z Shopee users in Lamongan Regency.

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Published

2026-10-20

How to Cite

Alawi Ash Shidiqi, B. A., Mahmudah, H., Fitrotun Najiah, E., & Yaskun, M. (2026). THE EFFECT OF PRICE DISCOUNTS AND SHOPPING LIFESTYLE ON IMPULSE BUYING AMONG GENERATION Z SHOPEE USERS IN LAMONGAN REGENCY. JEKMA (Jurnal Ekonomi Mahasiswa), 4(2), 378–387. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2908