Mengungkap Pengaruh Sales Promotion dan Shopping Lifestyle dalam Meningkatkan Pembelian Impulsif pada Platform E-Commerce Lazada
DOI:
https://doi.org/10.37278/eprofit.v6i2.930Keywords:
Promosi Penjualan, Shopping Lifestyle, Impulse BuyingAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh sales promotion dan shopping lifestyle terhadap impulse buying pada e-commerce lazada. Metode penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Dengan pemilihan sampel yaitu simple purposive sampling dan mengambil sampel 100 responden. Berdasarkan hasil yang diperoleh bahwa sales promotion, shopping lifestyle dan impulse buying masuk dalam kategori tinggi. Data dianalisi menggunakan teknik uji asumsi klasik analisis regresi linier berganda, koefisien korelasi, determinasi, uji t dan uji F. Berdasarkan hasil pengujian diperoleh hasil adanya pengaruh yang signifikan sales promotion terhadap impulse buying sebesar 0,473 atau 47,3%, shopping lifestyle berpengaruh signifikan terhadap impulse buying sebesar 0,530 atau 53,0% dan sales promotion dan shopping lifestyle berpengaruh signifikan terhadap impulse buying sebesar sebesar 0,566 atau 56,6%. Hasil penelitian secara parsial menunjukan sales promotion berpengaruh terhadap impulse buying dan shopping lifestyle berpengaruhterhadap impulse buying. Hasil penelitian secara simultan sales promotion dan shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying pada e-commerec lazada.
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