PENGARUH LIFESTYLE, PRICE DISCOUNT, DAN BRAND AMBASSADOR TERHADAP PERILAKU IMPULSE BUYING PADA PENGGUNA SHOPEE
Abstract
ABSTRACT
This study aims to determine the influence of Lifestyle, Price Discount, and Brand Ambassador on Impulse Buying Behavior in Shopee Users (case study of Students of the Faculty of Economics and Business, Sumbawa University of Technology). This type of research is quantitative. The sample used amounted to 100 students of the Faculty of Economics and Business, Sumbawa University of Technology based on Paul Leedy's formula with a sampling technique using non-probability sampling type purposive sampling. Primary data processing using statistical package for social science (SPSS) with data analysis technique used is multiple linear regression.
The results of this study obtained LifeStyle has a positive and significant effect then H1 is accepted, through the calculation results obtained where t count 2.877 > from t table 1.661 and has a significant of 0.005 < 0.05. So it can be said that it increasingly causes Impulse Buying to shopee users, so it can be concluded that the LifeStyle variable has a positive and significant effect on Impluse Buying in shopee users. Price Discount has a positive and significant effect then H2 is received, through the calculation results obtained where t calculate 3.348 > from t table 1.661 and has a significant of 0.001 < 0.05. And it can be said that with a fairly good level of understanding of Price Discount, it can be concluded that Price discount has a positive and significant effect on Impluse Buying in shopee users. Brand Ambassador has a positive and significant influence then H3 is accepted, through the calculation results obtained which have t count 3.486 > from t table 1.661 and have a significance of 0.001 < 0.05. So it can be concluded that Brand Ambassadors have a positive and significant effect on Impluse Buying on shopee users.
Keywords: Lifestyle, Price Discount, Brand Ambassador, and Impulse Buying.
