Alissa , Zahra Zakkiyah (2024) PENGARUH GAYA HIDUP, DISKON, DAN FITUR SHOPEE PAYLATER TERHADAP PERILAKU IMPULSE BUYING (Studi Kasus pada Pengguna Shopee Paylater di Bandar Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG .
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Abstract
Perkembangan teknologi dan e-commerce telah mengubah pola belanja konsumen dari offline ke online, yang sering kali memicu perilaku impulse buying. Peningkatan jumlah pengguna internet dan pertumbuhan marketplace, seperti Shopee, telah mengubah perilaku konsumen dengan menyediakan berbagai fitur yang mendorong impulse buying. Penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup, diskon, dan fitur Shopee Paylater terhadap perilaku impulse buying pengguna Shopee Paylater di Bandar Lampung. Jenis penelitian yang digunakan adalah kuantitatif dengan metode explanatory research. Teknik analisis yang digunakan adalah analisis regresi berganda dengan SPSS sebagai alat pengolah data. Sampel penelitian terdiri dari 100 responden yang dipilih menggunakan teknik purposive sampling berdasarkan rumus Cochran. Hasil analisis menunjukkan bahwa secara parsial, gaya hidup, diskon, dan fitur Shopee Paylater berpengaruh positif terhadap perilaku impulse buying. Secara simultan, gaya hidup, diskon dan fitur shopee paylater berpengaruh positif terhadap perilaku impulse buying pengguna Shopee Paylater di Bandar Lampung. Kata kunci: Gaya Hidup, Diskon, Fitur Shopee Paylater, Impulse Buying The development of technology and e-commerce has changed consumer shopping patterns from offline to online, which often triggers impulse buying behavior. The increasing number of internet users and the growth of marketplaces, such as Shopee, have changed consumer behavior by providing various features that encourage impulse buying. This study aims to analyze the effect of lifestyle, discounts, and Shopee Paylater features on the impulse buying behavior of Shopee Paylater users in Bandar Lampung. The type of research used is quantitative with the explanatory research method. The analysis technique used is multiple regression analysis with SPSS as a data processing tool. The research sample consisted of 100 respondents selected using purposive sampling techniques based on the Cochran formula. The results of the analysis show that partially, lifestyle, discounts, and Shopee Paylater features have a positive effect on impulse buying behavior. Simultaneously, lifestyle, discounts and Shopee Paylater features have a positive effect on impulse buying behavior of Shopee Paylater users in Bandar Lampung. Keywords: Lifestyle, Discounts, Shopee Paylater Features, Impulse Buying
| Item Type: | Other |
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| Subjects: | ?? 300 ?? ?? 320 ?? |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | . . Yulianti |
| Date Deposited: | 09 Sep 2025 02:52 |
| Last Modified: | 09 Sep 2025 02:52 |
| URI: | http://digilib.unila.ac.id/id/eprint/90370 |
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