| dc.description.abstract | This research is descriptive research which aims to find out the description of impulsive buying among Gen Z who play the online game Blue Archive in Indonesia. The subjects in this research were 100 people. The characteristics of the research subjects are Gen Z in Indonesia who play and have made a top up/purchases in the online game Blue Archive. Sampling was carried out using a non-probability technique with the accidental sampling method. The measuring instrument used in this research is the impulsive buying scale by Nusantara (2018) which is based on a Impulsive Buying Tendency Scale by Verplanken & Herabadi (2001), which was then modified according to research needs. The data obtained in this study were processed using descriptive analysis. The research results obtained show that impulsive buying among Gen Z who play the online game Blue Archive in Indonesia are in the medium category, so it can be concluded that there has been a tendency to make impulsive buying among Gen Z who play the online game Blue Archive in Indonesia. There are two aspects that influence someone to make impulsive buying, namely cognitive and affective aspects. Apart from aspects, there are also three factors that influence impulsive buying, namely, gender, age and income. | en_US |
