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ABSTRACT
The e-commerce industry is an industry that is becoming a business trend in various countries. Indonesia is the country with the fastest growing e-commerce in the world at 78%. Based on market visitor data in Indonesia in 2020, Shopee as a marketplace has the highest number of visitors at 390,826,700. This study aims to examine the effect of shopping lifestyle and sales promotion on impulse buying at Shopee. This study uses a quantitative approach with the aim of testing the established hypothesis. The population selected in this study are all consumers who have visited the Shopee site or application. The sampling method used in this study is a non-probability sampling method using a purposive sampling technique in which the sampling is based on certain criteria that have been set by the researcher. Determination of the number of samples using the determination formula stated by Slovin with an error limit of 10% obtained a sample of 100 respondents. The results showed that the shopping lifestyle and sales promotion variables partially and simultaneously had a positive effect on impulse buying.
This means that if the shopping lifestyle of consumers increases, the impulse buying behavior of consumers at Shopee increases, this shows that the shopping lifestyle can stimulate consumers to make impulse buying purchases at Shopee because by providing a variety of brands and the availability of complete products will support shopping lifestyle behavior that can increase impulse behavior.
consumer buying on Shopee. If sales promotion increases then consumer impulse buying behavior at Shopee increases. This shows that the sales promotion program can stimulate consumers to make impulse buying purchases at Shopee, because attractive promotions will increase impulse buying behavior at Shopee.
vii
ABSTRAK
PENGARUH SHOPPING LIFESTYLE DAN SALES PROMOTION TERHADAP IMPULSE BUYING PADA SHOPEE BANDAR LAMPUNG
Oleh:
Rica Merisha
Industri e-commerce merupakan industri yang sedang menjadi trend bisnis di berbagai negara. Indonesia adalah negara dengan pertumbuhan e-commerce tercepat di dunia sebesar 78%. Berdasarkan data pengunjung marketplace di Indonesia tahun 2020, Shopee sebagai marketplace memiliki jumlah pengunjung tertinggi sebesar 390.826.700. Penelitian ini bertujuan untuk menguji pengaruh shopping lifestyle dan sales promotion terhadap impulse buying pada Shopee.
Penelitian ini menggunakan pendekatan kuantitatif dengan tujuan untuk menguji hipotesis yang ditetapkan. Populasi yang dipilih dalam penelitian ini adalah seluruh konsumen yang telah mengunjungi situs atau aplikasi Shopee. Metode penarikan sampel yang digunakan dalam penelitian ini adalah metode nonprobability sampling dengan menggunakan teknik purposive sampling yang dimana pengambilan sampel berdasarkan pada kriteria-kriteria tertentu yang telah ditetapkan oleh peneliti. Penetapan jumlah sampel diperoleh sampel sebanyak 100 responden. Hasil penelitian menunjukan bahwa variabel shopping lifestyle dan sales promotion secara parsial dan simultan berpengaruh positif terhadap impulse buying. Artinya jika shopping lifestyle konsumen meningkat maka perilaku impulse buying konsumen pada Shopee meningkat, hal ini menunjukan shopping lifestyle dapat menstimulus konsumen melakukan pembelian impulse buying pada Shopee karena dengan menyediakan berbagai macam merek dan ketersediaan produk yang lengkap akan menunjang perilaku shopping lifestyle yang dapat meningkatkan perilaku impulse buying konsumen pada Shopee. Jika sales promotion meningkat maka perilaku impulse buying konsumen pada Shopee
