1. Home
  2. Vol 9, No 2 (2025)
  3. Rahmawati

The Influence of Promotion, Price Discount, and Shopping Lifestyle on Impulse Buying in E-Commerce on Shopee (a Case Study Among Students at Muhammadiyah University Pontianak)

Nanda Rahmawati, Ananda Archie

Abstract


This study aims to analyze the influence of promotion, price discount, and shopping lifestyles on impulse buying among Shopee e-commerce users, with a focus on students at Muhammadiyah University Pontianak. The method used in this study is a causal associative approach. The sample consisted of 100 respondents using purposive sampling. To test the research instruments, validity tests, reliability tests, and classical assumption tests were conducted, including normality tests, linearity tests, and multicollinearity tests. Hypothesis testing was performed using multiple linear regression analysis, correlation coefficients, determination coefficients, simultaneous tests, and partial tests. The results of the multiple linear regression showed the regression equation Y=1.314+0.142X1+0.361X2+0.190X3. The correlation coefficient analysis yielded a value of 0.604, indicating a strong relationship between promotion, price discount, and shopping lifestyle on impulse buying. The coefficient of determination shows a value of 0.365, meaning that 36.5% of the impulse buying variable can be explained by the three variables, while 63.5% is influenced by other factors not examined in this study. The simultaneous test results indicate that, simultaneously, promotions, price discounts, and shopping lifestyle significantly influence impulse buying among students at Muhammadiyah Pontianak University. The partial test results show that the variables of promotion, price discount, and shopping lifestyle have a positive and significant influence on impulse buying.

Keywords


promotion; price discount; shopping lifestyle; impulse buying

References


D. T. Sulistyawati and N. Nursiam, "Pengaruh Harga, Kualitas Informasi, dan Keamanan Terhadap Keputusan Pembelian Produk Melalui E-Commerce," Seminar Nasional & Call For Paper Seminar Bisnis Magister Manajemen, pp. 160–178, 2019.

R. Daulay, S. Handayani, and I. P. Ningsih, "Pengaruh Kualitas Produk, Harga, Store Atmosphere dan Sales Promotion Terhadap Impulse Buying Konsumen Department Store di Kota Medan," Prosiding Konferensi Nasional Ekonomi Manajemen Dan Akuntansi (KNEMA), vol. 1, no. 1, 2021. [Online]. Available: https://jurnal.umj.ac.id/index.php/KNEMA/article/view/9089

S. A. Pratminingsih, N. Hayati, P. Sukandi, R. Rahmayanti, R. A. D. A. Sujai, and Y. K. Akbar, "The Influence of Lifestyle, Hedonic Motivation, and Sales Promotion on Impulse Buying," Review of International Geographical Education Online, vol. 11, no. 6, pp. 705–713, 2021.

E. Pratiwi and I. Krishernawan, "Pengaruh Store Environment, Fashion Involvement, dan Sales Promotion Terhadap Customer Impulse Buying (Studi pada Konsumen Matahari Sunrise Mall Mojokerto)," Sekolah Tinggi Ilmu Ekonomi Al Anwar Mojoker, vol. 4, pp. 1–13, 2020.

J. Budiman and S. Steven, "Analisis Strategi Bauran Pernasaran Pada Pelanggan PT. Nusantara Surya Sakti Cabang Pontianak," Jurnal Pemasaran Kompetitif, vol. 5, no. 1, pp. 94–102, 2021.

S. Farisi and Q. R. Siregar, "Pengaruh Harga dan Promosi Terhadap Loyalitas Pelanggan Pengguna Jasa Transportasi Online di Kota Medan," Maneggio: Jurnal Ilmiah Magister Manajemen, vol. 3, no. 1, pp. 148–159, 2020.

M. G. Haque-Fawzi, A. S. Iskandar, H. Erlangga, and D. Sunarsi, STRATEGI PEMASARAN Konsep, Teori dan Implementasi, Pascal Books, 2022.

M. M. Rahmawati, "Faktor-Faktor Yang Mempengaruhi Kepuasan Pelanggan Di Rumah Makan Pecak Bandengsawah Luhur," Jurnal Ekonomi Vokasi, vol. 3, no. 2, pp. 3–5, 2020.

A. T. Yulinda, R. Rahmawati, and H. Sahputra, "Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying (Studi Kasus Pada Konsumen Toko Mantan Karyawan Kota Bengkulu)," EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, vol. 10, no. 2, pp. 1315–1326, 2022.

Y. H. Apidana and Kholifah, "Peran Self Control dalam Memoderasi Pengaruh Hedonic Motives dan Shopping Lifestyle Terhadap Impulse Buying," Journal of Digital Business and Management, vol. 1, no. 1, pp. 26–33, 2022.

Z. Ahmad, F. L. Azizan, N. A. M. Shuib, M. N. M. Nor, and A. N. M. Noor, "Examining the Determinants of Social Shopping Behaviour among Malaysian Social Media Users," Advances in Business Research International Journal, vol. 8, no. 1, pp. 10–20, 2022.

S. Siregar, Statistik Parametrik untuk Penelitian Kuantitatif Dilengkapi dengan Perhitungan Manual dan Aplikasi SPSS Versi 17, PT Bumi Aksara, Jakarta, 2019.

V. W. Sujarweni, Metodologi Penelitian Bisnis & Ekonomi, Pustakabarupess, Yogyakarta, 2019.

Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D, CV Alfabeta, Bandung, 2022.

R. A. Purnomo, Analisis Statistik Ekonomi Dan Bisnis Dengan SPSS, CV Wade Group, Ponorogo, 2016.

I. Ghozali, Aplikasi Analisis Multivariate dengan Program IBM SPSS 26 edisi 10, Universitas Diponegoro, Semarang, 2018.


Full Text: PDF

DOI: 10.33751/jhss.v9i2.12699

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.