Determinants Of Impulse Buying And Repurchase On Z Generation

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.