Vinadya, Mey (2024) Pengaruh Sales Promotion dan Shopping Lifestyle Terhadap Perilaku Impulsive Buying Dalam Pembelian Produk di Shopee. (The Effect of Sales Promotion and Shopping Lifestyle on Impulsive Buying Behavior in Purchasing Products on Shopee). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The internet network has an impact on people's lives due to advances in information technology and changing times. The internet is used to do things more efficiently, such as spending free time shopping and carrying out online shopping activities which can be obtained easily through social media, websites or marketplaces. Shopee, as the e�commerce with the most visitors, often provides incentives for consumers interested in making purchases, such as providing promotional tools including flash sales, free shipping vouchers, cashback, discounts which can be called sales promotions. There are many categories ranging from goods to service products, old products to the newest products, all available on Shopee which supports someone's shopping lifestyle. The research aims to determine whether impulsive buying behavior is significantly influenced by sales promotions and shopping lifestyle in purchasing products at Shopee. Using a quantitative approach through associative research sampling using non-probability sampling techniques through purposive sampling techniques which must meet predetermined criteria, namely consumers who have purchased products twice or more at Shopee in the Surabaya area. Collecting data by distributing e�questionnaires online via Google form which was filled in by 100 respondents according to the criteria. The findings show that the dependent variable impulsive buying behavior is significantly influenced by the independent variables, namely sales promotion and shopping lifestyle in purchasing products at Shopee. It is hoped that Shopee will maintain sales promotions in the form of flash sales, free shipping vouchers, cashback, discounts and expand product categories to support the shopping lifestyle so that consumers are more impulsive in purchasing products.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Sales Promotion, Shopping Lifestyle, Impulsive Buying Behavior |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000077 Mey Vinadya |
| Date Deposited: | 12 Dec 2024 07:19 |
| Last Modified: | 12 Dec 2024 07:19 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/32820 |
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