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Alpya, Novella
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

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Pengaruh Free Shipping dan Shopping Lifestyle Terhadap Impulse Buying pada Tiktok Shop Alpya, Novella; Pramuditha, Charisma Ayu
MDP Student Conference Vol 4 No 2 (2025): The 4th MDP Student Conference 2025
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v4i2.11073

Abstract

This study aims to analyze the effect of free shipping and shopping lifestyle on impulse buying among TikTok Shop platform users. The research employs a quantitative method with a purposive sampling technique, using the Slovin formula to determine the sample size, involving 400 respondents from Generation Z and Millennials in Palembang City. Hypothesis testing was conducted using multiple linear regression analysis with SPSS 26. The results indicate that free shipping has a positive and significant effect on impulse buying, suggesting that waived shipping fees can encourage impulsive purchases. Additionally, shopping lifestyle also has a positive and significant effect on impulse buying, implying that a person's consumption patterns and shopping habits contribute to unplanned purchasing decisions. In conclusion, free shipping and a high shopping lifestyle tendency can increase the likelihood of impulse buying on the TikTok Shop platform.
Co-Authors Charisma Ayu Pramuditha