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All Journal Oikos - Nomos : Jurnal Kajian Ekonomi dan Bisnis
Mongilong, Miya Purnama
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Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Environmental Science Social Sciences

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PENGARUH SHOPPING LIFESTYLE DAN HARGA DISKON TERHADAP IMPULSIVE BUYING Mongilong, Miya Purnama; Hafid, Radia; Maruwae, Abdulrahim; Mahmud, Melizubaida; Toralawe, Yulianti
Oikos Nomos: Jurnal Kajian Ekonomi dan Bisnis Vol 17, No 2 (2024): Desember 2024
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jkeb.v17i2.31507

Abstract

This research aims to determine the influence of Shopping Lifestyle and Discount Prices on Impulsive Buying through TikTok Shop media among Generation Z in Dulalowo Timur Village, Kota Tengah Subdistrict, Gorontalo City. The sampling technique used is purposive sampling, with the sample size determined using the Siovin formula, resulting in 86 respondents. The data collection technique employed in this research is a questionnaire, which was analyzed using multiple linear regression analysis. The results indicate that Shopping Lifestyle and Discount Prices positively and significantly influence Impulsive Buying through TikTok Shop media. The coefficient of determination (R Square) indicates a value of 55.8%. In conclusion, Shopping Lifestyle and Discount Prices simultaneously influence Impulsive Buying through TikTok Shop media, while the remaining 44.2% is influenced by other variables not examined in this research.
Co-Authors Abdulrahim Maruwae Melizubaida Mahmud Radia Hafid Yulianti Toralawe