NUR AFRIDA, NPM 2101100223 (2025) PENGARUH SALES PROMOTION, SHOPPING LIFESTYLE DAN KUALITAS PRODUK TERHADAP IMPULSE BUYING PADA PENGGUNA E-COMMERCE SHOPEE (STUDI PADA MAHASISWA/I FEB UNIVERSITAS LABUHANBATU). Tugas_Akhir(Artikel) Jurnal Ilmu Mahasiswa Ekonomi Syariah Sekolah Tinggi Ekonomi dan Bisnis Syariah, 5 (2). pp. 90-105. ISSN 2827-9298(e-ISSN) 2827-9360(p-ISSN)
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Abstract
Perkembangan teknologi digital telah mendorong perubahan perilaku berbelanja konsumen, termasuk meningkatnya fenomena impulse buying pada platform e-commerce seperti Shopee. Penelitian ini bertujuan untuk menganalisis pengaruh Sales Promotion, Shopping Lifestyle, dan Kualitas Produk terhadap impulse buying pada pengguna E-Commerce Shopee khususnya pada mahasiswa/i Fakultas Ekonomi dan Bisnis Universitas Labuhanbatu. Penelitian ini menggunakan metode kuantitatif dengan penarikan sampel sebanyak 92 orang secara purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan SPSS versi 25 dengan teknik analisis data yang digunakan meliputi: Uji Validitas dan Reliabilitas, Uji Asumsi Klasik (Uji Normalitas, Uji heterokedastisitas, dan Uji Multikolinieritas), Analisis Regresi Linear Berganda, Uji-t, Uji F dan Koefisien Determinasi (R2). Hasil penelitian menunjukkan bahwa secara parsial masing masing Sales Promotion, Shopping Lifestyle, dan Kualitas Produk berpengaruh positif dan signifikan terhadap Impulse Buying; sedangkan secara simultan Sales Promotion, Shopping Lifestyle dan Kualitas Produk berpengaruh positif dan signifikan terhadap Impulse Buying. Kata Kunci: Impulse Buying, Kualitas Produk, Sales Promotion, Shopping Lifestyle ========================================================= The development of digital technology has driven changes in consumer shopping behavior, including the increasing phenomenon of impulse buying on E-Commerce Shopee. This study aims to analyze the effect of Sales Promotion, Shopping Lifestyle, and Product Quality on impulse buying in Shopee E-Commerce users, especially students of the Faculty of Economics and Business, Labuhanbatu University. This study uses a quantitative method with multiple linear regression and uses a purposive sampling technique. Data were collected through questionnaires and analyzed using SPSS version 25 with data analysis techniques used including: Validity and Reliability Test, Classical Assumtion Test (Normality Test, Heteroscedasticity Test, and Multicolliniearity Test), Multiple Linear Regression Analysis, T Test, F Test and Coefficient of Determination (R2). The results of the study indicate that partially Sales Promotion has a positive and significant effect on Impulse Buying, Shopping Lifestyle has a positive and significant effect on Impulse Buying, Product Quality has a positive and significant effect on Impulse Buying, while simultaneously Sales Promotion, Shopping Lifestyle and Product Quality have a positive and significant effect on Impulse Buying. Keywords: Impulse Buying, Product Quality, Sales Promotion, Shopping Lifestyle
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Impulse Buying, Kualitas Produk, Sales Promotion, Shopping Lifestyle=============Impulse Buying, Product Quality, Sales Promotion, Shopping Lifestyle |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 11 Dec 2025 07:22 |
| Last Modified: | 11 Dec 2025 07:22 |
| URI: | http://repository.ulb.ac.id/id/eprint/2024 |
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