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All Journal Jurnal Publikasi Ekonomi dan Akuntansi
Endah Ayu Dwiningtyas
Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Flash Sale dan Shopping Lifestyle terhadap Perilaku Impulse Buying di Aplikasi Shopee Endah Ayu Dwiningtyas; Maulana Yusuf; Lidya Anggraeni
Jurnal Publikasi Ekonomi dan Akuntansi Vol. 6 No. 3 (2026): September : Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jupea.v6i3.7419

Abstract

This research is motivated by the increasing use of the Shopee app, which offers various promotional strategies, such as Flash Sales, which are suspected of encouraging impulse buying behavior. Furthermore, shopping lifestyle is also thought to influence consumer purchasing decisions. This study aims to analyze the influence of Flash Sales and Shopping Lifestyle on impulse buying among Sharia Economics students from the 2019 intake of UIN Sulthan Thaha Saifuddin Jambi. This research used a quantitative approach with a survey method. The study population was Sharia Economics students from the 2019 intake of UIN Sulthan Thaha Saifuddin Jambi who used the Shopee app, with a sample size of 80 respondents. Data collection was conducted through questionnaires. Data were analyzed using validity, reliability, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The results showed that Flash Sales had a positive and significant effect on impulse buying, with a t-value of 6.311 and a significance level of 0.000. Shopping Lifestyle had no significant effect on impulse buying, with a t-value of 1.835 and a significance level of 0.070. Simultaneously, Flash Sale and Shopping Lifestyle had a significant effect on impulse buying, with a calculated F-value of 103.330 and a significance level of 0.000. The R-square value of 0.729 indicates that both variables can explain 72.9% of impulse buying
Co-Authors Lidya Anggraeni Maulana Yusuf