Pengaruh Ulasan Produk, Tagline “Gratis Ongkir”, Dan Waktu Terhadap Pembelian Impulsif Pada Generasi Z Dalam Berbelanja Fashion Online Di Kota Denpasar

Abstract

This study aims to identify the influence of product reviews, the tagline "Free  Shipping", and time on impulsive purchases among Generation Z when shopping  for online fashion in Denpasar City. This research method uses a quantitative  approach with a sample of 130 respondents taken through a purposive sampling  technique. Data were collected using a questionnaire distributed via Google Form  and analyzed using multiple linear regression. The results of the study indicate that  product reviews, the tagline "Free Shipping", and time each have a positive and  significant influence on impulsive purchases. Simultaneously, these three variables  also have a positive and significant influence on impulsive purchases. These  findings indicate that a marketing strategy that includes good product reviews,  "Free Shipping" offers, and proper management of promotional time can increase  impulsive purchases among Generation Z. With the results of the three variables  that influence Generation Z in shopping for online fashion impulsively, it is hoped  that online fashion sellers can increase good values in product reviews, increase  the provision of the tagline "Free Shipping", increase limited discount times in  selling products so that Generation Z is more interested and influenced by impulsive  purchases in shopping for online fashion.