Faktor-Faktor Yang Mempengaruhi Impulse Buying Di Shopee

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Galuh Gustaman
Arinastuti Arinastuti
Andhi Johan Suzana

Abstract

Purpose: The purpose of this study is to find out and analyze the influence of hedonic shopping motivation, shopping lifestyle, sales promotion and fashion involvement on impulse buying in students who use Shopee in Purwokerto City. 


Method: This type of research is a quantitative research with an unknown number of population, the sample in this study was determined by the crochan formula and 97 samples were obtained, but in this study a sample of 110 respondents was taken. The data collection method uses questionnaires and literature studies. The sampling method uses non-probability sampling and uses purposive sampling techniques. The analysis method uses multiple linear regression analysis with SPSS 25 tool. 


Result: The results showed that hedonic shopping motivation, shopping lifestyle, fashion involvement had a positive and significant effect on impulse buying and sales promotion had a negative and insignificant effect on impulse buying. 


Limitation: The limitation in this study is that  there are research results that do not affect impulse buying, namely sales promotion. The R Square value of the study is 56.3%, which means that there are still 43.7% of other factors that can affect impulse buying. The implication of this study is that Shopee companies need to pay attention to the sales promotions offered to Shopee users, to attract users to make purchases because it can increase the occurrence of impulse buying when using Shopee.

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