Financial Literacy, Product Knowledge and Psychological Factors on Impulsive Buying in Y Generation

Abstract

Impulse buying is a phenomenon that can occur in all generations but more done by the generation that undergoes a change that is the age of adolescents who step on the early adulthood of the Y generation who actually do not have the financial ability to meet their needs. This study aims toanalyze the influence of financial literacy, product knowledge and psychological factors on impulsive buying behavior of online products in Y generation. This research is a descriptive research type, with quantitative approach. The population of 733 students. Sampling technique used in this research is non probability sampling by using purposive sampling type with sample of 142 students. The subject of this research is the students of university. Data collection technique using questionnaire. Data were analyzed using multiple regression analysis. The result of data analysis shows that financial literacy has negative effect, but significant on impulsive buying behavior of online product in Y generation. Beside it product knowledge and psychological factors has positive significant effect on impulsive buying behavior of online product in Y generation.