Pengaruh Shopping Lifestyle dan Diskon Terhadap Impulse Buying di E-commerce Shopee Pada Mahasiswa UPN “Veteran” Jawa Timur

Putri Agustin Dwi Ningrum (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, UPN “Veteran” Jawa Timur)
Hery Pudjoprastyono (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, UPN “Veteran” Jawa Timur)

EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Vol 11 No 1 (2023)

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.