THE ROLE OF SHOPPING LIFESTYLE AND PRICE DISCOUNT TOWARDS IMPULSE BUYING AT THE SHOPEE MARKET PLACE

Fatih, Rabbani and Mery, Trianita (2023) THE ROLE OF SHOPPING LIFESTYLE AND PRICE DISCOUNT TOWARDS IMPULSE BUYING AT THE SHOPEE MARKET PLACE. Diploma thesis, Universitas Bung Hatta.

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Abstract

This study aims to examine the shopping lifetyle and price discount on impulse buying of shopee marketplace users in the city of Padang. The population in this study are shopee marketplace users in the city of Padang. With a sample of 100 respondents who were selected using purposive sampling technique. The type of data used is primary data through questionnaires. The data analysis method used is quantitative using multiple linear regression analysis. Data processing is done by using the SPSS program. Based on the results of the study, it can be concluded that shopping lifestyle has a positive effect on impulse buying for Shopee marketplace users in the city of Padang, meaning that the higher the consumer's shopping lifestyle for products available at Shopee, the higher the level of consumer impulse buying for products available at Shopee. Price discounts have a positive effect on impulse buying for Shopee marketplace users in Padang city, meaning that the higher the price discount for a product available at Shopee, the higher the level of impulse buying that occurs at Shopee.

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