Pengaruh Promosi Penjualan Dan Gender Terhadap Perilaku Impulse Buying Pada E-Commerce Shopee

Avrilia Gusti Purwaningsih (Program Studi Administrasi Bisnis, UPN "Veteran", Surabaya, Jawa Timur)
Nurhadi Nurhadi (Program Studi Administrasi Bisnis, UPN "Veteran", Surabaya, Jawa Timur)

Forum Bisnis dan Kewirausahaan
Vol 10 No 2 (2021): Forum Bisnis dan Kewirausahaan

This study aims to analyze the effect of sales promotion on impulse buying on e-commerce Shopee with gender as a moderating variable in the form of a dummy variable. The sample of this study was 233 respondents with multiple linear regression analysis techniques and chi square. The result is that coupons have a negative and significant effect on impulse buying. variables Rebates, bonus pack, free premium gift, and event have a positive and significant effect on impulse buying. The variables price-off deals, loyalty program, and gender did not have a significant effect on impulse buying. test results Chi square also support that gender has no effect on impulse buying