{"id":13202,"date":"2026-07-19T02:17:23","date_gmt":"2026-07-19T02:17:23","guid":{"rendered":"https:\/\/mediakunkun.com\/publishers\/?p=13202"},"modified":"2026-07-19T02:17:25","modified_gmt":"2026-07-19T02:17:25","slug":"impulse-buying-online-pada-generasi-z-perspektif-perilaku-konsumen-di-era-digital","status":"publish","type":"post","link":"https:\/\/mediakunkun.com\/publishers\/index.php\/2026\/07\/19\/impulse-buying-online-pada-generasi-z-perspektif-perilaku-konsumen-di-era-digital\/","title":{"rendered":"Impulse Buying Online pada Generasi Z: Perspektif Perilaku Konsumen di Era Digital"},"content":{"rendered":"\n<p>Perkembangan teknologi digital telah mengubah cara konsumen mencari informasi, mengevaluasi produk, hingga mengambil keputusan pembelian. Di tengah pesatnya pertumbuhan e-commerce dan media sosial, fenomena impulse buying online menjadi salah satu perilaku konsumen yang semakin dominan, khususnya pada Generasi Z yang dikenal sebagai generasi digital <em>(digital natives). <\/em>Kemudahan akses, promosi yang menarik, ulasan pelanggan, pemasaran melalui influencer, serta berbagai fitur belanja interaktif mendorong munculnya keputusan pembelian yang spontan tanpa perencanaan sebelumnya.<\/p>\n\n\n\n<p>Buku <em>Impulse Buying <\/em>Online pada Generasi Z: Perspektif Perilaku Konsumen di Era Digital membahas secara komprehensif konsep, teori, serta faktor-faktor yang memengaruhi perilaku pembelian impulsif di lingkungan digital. Pembahasan mencakup karakteristik Generasi Z sebagai konsumen, pengaruh media sosial, kualitas <em>platform e-commerce<\/em>, promosi digital, kepercayaan konsumen, emosi, hingga perkembangan teknologi seperti kecerdasan buatan <em>(Artificial Intelligence) <\/em>dan personalisasi pemasaran dalam membentuk keputusan pembelian.<\/p>\n\n\n\n<p>Disusun berdasarkan pendekatan ilmiah dan perkembangan riset terkini, buku ini menyajikan teori perilaku konsumen yang dipadukan dengan contoh kasus, hasil penelitian, serta analisis terhadap fenomena belanja online di era transformasi digital. Penyajian materi yang sistematis dan mudah dipahami menjadikan buku ini relevan sebagai referensi bagi mahasiswa, dosen, peneliti, praktisi pemasaran, pelaku bisnis digital, maupun pengambil kebijakan.<\/p>\n\n\n\n<p>Melalui buku ini, pembaca diharapkan mampu memahami dinamika perilaku konsumen digital, menganalisis faktor-faktor yang memengaruhi <em>impulse buying <\/em>online, serta merancang strategi pemasaran yang efektif, etis, dan berorientasi pada keberlanjutan dalam menghadapi perubahan perilaku konsumen di era ekonomi digital.<br>Penulis :<br><strong>Dr. Sukma Irdiana, S.E., M.M<\/strong><br><strong>Dr. Tri Palupi Robustin, S.E., M.M<br>Dr. Ainun Jariah, S.E., M.M<\/strong><br>Editor: Dr. Muhammad Rijalus Sholihin, S.E., M.Ak<br>Ukuran : UNESCO (15,5 cm x 23 cm)<br>Jumlah Halaman : x + 251 Halaman<br>ISBN : <em>on proses<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"738\" src=\"https:\/\/mediakunkun.com\/publishers\/wp-content\/uploads\/2026\/07\/Cover-Buku-Bu-Sukma-3-1024x738.jpg\" alt=\"\" class=\"wp-image-13203\" srcset=\"https:\/\/mediakunkun.com\/publishers\/wp-content\/uploads\/2026\/07\/Cover-Buku-Bu-Sukma-3-1024x738.jpg 1024w, https:\/\/mediakunkun.com\/publishers\/wp-content\/uploads\/2026\/07\/Cover-Buku-Bu-Sukma-3-300x216.jpg 300w, https:\/\/mediakunkun.com\/publishers\/wp-content\/uploads\/2026\/07\/Cover-Buku-Bu-Sukma-3-768x554.jpg 768w, https:\/\/mediakunkun.com\/publishers\/wp-content\/uploads\/2026\/07\/Cover-Buku-Bu-Sukma-3-1536x1107.jpg 1536w, https:\/\/mediakunkun.com\/publishers\/wp-content\/uploads\/2026\/07\/Cover-Buku-Bu-Sukma-3-480x346.jpg 480w, https:\/\/mediakunkun.com\/publishers\/wp-content\/uploads\/2026\/07\/Cover-Buku-Bu-Sukma-3-1320x951.jpg 1320w, https:\/\/mediakunkun.com\/publishers\/wp-content\/uploads\/2026\/07\/Cover-Buku-Bu-Sukma-3-1200x865.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Perkembangan teknologi digital telah mengubah cara konsumen mencari informasi, mengevaluasi produk, hingga mengambil keputusan pembelian. Di tengah pesatnya pertumbuhan e-commerce dan media sosial, fenomena impulse buying online menjadi salah satu perilaku konsumen yang semakin dominan, khususnya pada Generasi Z yang dikenal sebagai generasi digital (digital natives). Kemudahan akses, promosi yang menarik, ulasan pelanggan, pemasaran melalui [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[38,1,27,36,24,32,86,110],"tags":[94,96,97,93,74,95,92,89,106,107],"class_list":["post-13202","post","type-post","status-publish","format-standard","hentry","category-animation","category-blog-pendidikan","category-web-berita-umum","category-furniture","category-marketing","category-optimization","category-pendidikan","category-teknologi","tag-bahan-ajar","tag-dosen","tag-mahasiswa","tag-modul-ajar","tag-pendidikan","tag-pendidikan-tinggi","tag-penelitian","tag-penulisan-buku","tag-praktisi","tag-teknologi"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/mediakunkun.com\/publishers\/index.php\/wp-json\/wp\/v2\/posts\/13202","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediakunkun.com\/publishers\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediakunkun.com\/publishers\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediakunkun.com\/publishers\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mediakunkun.com\/publishers\/index.php\/wp-json\/wp\/v2\/comments?post=13202"}],"version-history":[{"count":1,"href":"https:\/\/mediakunkun.com\/publishers\/index.php\/wp-json\/wp\/v2\/posts\/13202\/revisions"}],"predecessor-version":[{"id":13204,"href":"https:\/\/mediakunkun.com\/publishers\/index.php\/wp-json\/wp\/v2\/posts\/13202\/revisions\/13204"}],"wp:attachment":[{"href":"https:\/\/mediakunkun.com\/publishers\/index.php\/wp-json\/wp\/v2\/media?parent=13202"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediakunkun.com\/publishers\/index.php\/wp-json\/wp\/v2\/categories?post=13202"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediakunkun.com\/publishers\/index.php\/wp-json\/wp\/v2\/tags?post=13202"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}