Mengungkap Pengaruh Sales Promotion dan Shopping Lifestyle dalam Meningkatkan Pembelian Impulsif pada Platform E-Commerce Lazada
Abstract
This study aims to determine the influence of sales promotion and shopping lifestyle on impulse buying on the Lazada e-commerce platform. The research method used is descriptive and verificative with a quantitative approach. The sample selection was done using simple purposive sampling, with a sample size of 100 respondents. Based on the results obtained, sales promotion, shopping lifestyle, and impulse buying fall into the high category. The data were analyzed using classical assumption tests, multiple linear regression analysis, correlation coefficients, determination, t-test, and F-test. The test results showed a significant influence of sales promotion on impulse buying of 0.473 or 47.3%, and shopping lifestyle has a significant influence on impulse buying of 0.530 or 53.0%. Together, sales promotion and shopping lifestyle significantly influence impulse buying by 0.566 or 56.6%. The research results partially indicate that sales promotion affects impulse buying, and shopping lifestyle affects impulse buying. Simultaneously, sales promotion and shopping lifestyle have a positive and significant impact on impulse buying on Lazada e-commerce
Copyright (c) 2024 Vika Aprianti, Harianto Simarmata, Aenun Ni’mah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish articles in Economics Professional in Action (E-Profit) agree to the following terms:
- Authors retain copyright of the article and grant the journal right of first publication with the work simultaneously licensed under a CC-BY-SA or The Creative Commons Attribution–ShareAlike License.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
.jpg){kind=logo}
