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Pengaruh Gaya Hidup Berbelanja Terhadap Perilaku Pembelian Impulsif Pengguna E-commerce Shopee

Year: 2024

Type: article

Abstract: In the digital era that is increasingly developing rapidly, consumer behavior has experienced major changes, especially in the context of e-commerce. Platforms like Shopee enable consumers, especially students, to make purchases more easily and quickly, resulting in the phenomenon of impulse buying, often influenced by shopping lifestyles. This research, which is quantitative in nature, aims to examine the influence of the shopping lifestyle on impulse buying behavior among Wahid Hasyim University students who are Shopee users. The research population was Wahid Hasyim University students who used Shopee, with a sample of 99 respondents determined using the Slovin formula. Then data was collected using a questionnaire with a 1-5 Likert scale and analyzed through simple linear regression with the help of SPSS version 22. The results of the study revealed that the shopping lifestyle has a positive and significant influence on impulsive buying behavior. These findings indicate that the higher the shopping lifestyle of students, the more likely they are to make impulse purchases on the Shopee platform.

Source: Aliansi Jurnal Manajemen dan Bisnis

DOI: 10.46975/m41k6g87

Authors: Dara Khoiruni Arwa Salsabila, Rahma Aulia Agustin, Dimas Madu Nasrullah, Yulekhah Ariyanti, Ratih Pratiwi

Institution: Universitas Wahid Hasyim

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4405571895

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