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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Hery Pudjoprastyono
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, UPN “Veteran” Jawa Timur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Pengaruh Shopping Lifestyle dan Diskon Terhadap Impulse Buying di E-commerce Shopee Pada Mahasiswa UPN “Veteran” Jawa Timur Putri Agustin Dwi Ningrum; Hery Pudjoprastyono
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 11 No 1 (2023)
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v11i1.3407

Abstract

Shopee is one of the most popular online marketplaces for consumers to purchase. The increase in online shopping during the COVID-19 pandemic can be attributed to impulse purchases driven by various factors, including more convenient shopping and discounts. This study uses a quantitative methodology and uses the variables "Shopping Lifestyle" (X1), "Discounts" (X2), and "Impulse Buying" (Y) as research variables. This study used a convenience sample of 70 people who were taken non-probabilistically. Information was collected by sending questionnaires to prospective respondents. Structural Equation Modeling (SEM) is a component-based data analysis technique that utilizes the Partial Least Squares (PLS) analysis tool. The research findings indicate that lifestyle shopping and discounts have a statistically significant positive effect on impulse purchases made on Shopee.
Co-Authors Putri Agustin Dwi Ningrum