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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar
Hafizh Fazan Zanuba
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ANALISIS DISKRIMINAN KONSUMEN SHOPEE IMPULSIF, TERENCANA, DAN PEMBATAL KERANJANG DITINJAU DARI KEPEKAAN PROMOSI, BUKTI SOSIAL, DAN SENSITIVITAS HARGA Hafizh Fazan Zanuba; Syaifurrizal Wijaya Putra
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 No. 03, September 2026 Processed
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.62189

Abstract

This study aims to identy differences in consumen profiles among Shopee shoppers classified as impulsive buyers, planned buyer. And cart abandoners based on promotion proreness, social proof, and price consciousness. Linear Discriminant Analysis (LDA) was applied to 210 active Shopee consumers selected through purposive sampling. Result showed that both discriminant functions significantly differentiated the three groups (Wilks’ Lambda = 0.312 ; p < 0.001). Promotion proneness was the strongest discriminator, followed by social proof and price consciounsness. Overall classification accuracy reached 78,6%, well above the chance level of 33.3%
Co-Authors Putra, Syaifurrizal Wijaya