THE INFLUENCE OF WEBSITE QUALITY AND PAY-LATER PAYMENT ON ONLINE IMPULSE BUYING WITH SHOPPING ENJOYMENT AS A MEDIATION VARIABLE (CASE ON GENERATION Z INDONESIAN SHOPEE CUSTOMERS)

This research aims to analyze the influence of website quality and pay-later payment on online impulse buying with shopping enjoyment as a mediating variable (a case of Indonesian Shopee Generation Z customers). This form of research uses causality. Data collection uses primary data in questionnaires and interviews from Shopee customers belonging to Generation Z in Pontianak City. The sample uses convenience sampling. The sample in this research was 220 Generation Z Shopee customers in Pontianak City. The results of this research show that the Website Quality variable has a positive and significant effect on the Shopping Enjoyment variable among Generation Z Shopee paylater users in Pontianak City. The Paylater Payment variable has a positive and significant effect on the Shopping Enjoyment variable among Generation Z Paylater Shopee users in Pontianak City. Website Quality has a positive and significant effect on the Online Impulse Buying variable among Generation Z Shopee PayLater users in Pontianak City. The Paylater Payment variable has a positive and significant effect on the Online Impulse Buying variable among Generation Z Shopee Paylater users in Pontianak City. Shopping Enjoyment has a positive and significant effect on the Online Impulse Buying variable among Generation Z Shopee pay-later users in Pontianak City. Website Quality has a positive and significant effect on the Online Impulse Buying variable with the mediation of the Shopping Enjoyment variable in Generation Z Shopee pay-later users in Pontianak City. The Paylater Payment variable has a positive and significant effect on the Online Impulse Buying variable with the mediation of the Shopping Enjoyment variable among Generation Z Shopee Paylater users in Pontianak City.