THE EFFECT OF SHOPPING LIFESTYLE ON IMPULSE BUYING ON THE MARKETPLACE SHOPEE
Keywords:
marketing strategy, impulse buying product, marketplace, shopeeAbstract
This research is motivated by the large number of people who shop online on the
Shopee marketplace. Researchers want to know what factors are used by buyers as
consideration for making purchases online. The problem in this study is whether the
Shopping lifestyle positively affects Impulse Buying in the shop marketplace. The
purpose of this study is to find out whether the shopping lifestyle has a positive effect
on impulse buying in the Shopee marketplace. This study uses a quantitative approach
with the type of associative research. The sampling technique in this research is
purposive sampling. The number of samples used as many as 85 people who become
shopee consumers. The data analysis technique used a data instrument test, classical
assumption test, data analysis test, hypothesis test, and coefficient of determination test
(R2). The results of this study are: 1) The results of testing the activity variable (X1) in
Shopping Lifestyle show that the activity partially has a positive and significant effect
on impulse buying carried out by Shopee users, 2) The results of the interest variable
test (X2) in Shopping Lifestyle show that interest partially has a positive and significant
effect on impulse buying made by Shopee users. 3) The results of testing the opinion
variable (X3) in Shopping Lifestyle show that part there is a positive and significant
influence on impulse buying made by Shopee users, 4) The results of testing the activity
variables (X1), interest (X2), and opinion (X3 ) in Shopping Lifestyle shows that
simultaneously (together) activities
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