SKRIPSI MBS

PENGARUH SHOPPING LIFESTYLE, POSITIVE EMOTION, DAN SALES PROMOTION TERHADAP IMPULSE BUYING PADA MARKETPLACE SHOPEE

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ABSTRACT

The delelopment of retail is increasing which causes consumer behavior patterns
and lifestyles. Especially during the pandemic, online purchase transactions have
increased rapidly since distance restrictions were imposed. The increasing
phenomenon of online shopping triggers impulsive buying behavior. This research
specifically focuses on Shopee consumer at Karanganyar Regency. The purpose of this
study was to determine consumer impulse buying behavior which is influenced by
shopping lifestyle, positive emotion, and sales promotion.
The type of research used in this study is quantitative with survey method. The
population in this study were Shopee consumers at Karanganyar Regency. The
sampling technique used purposive sampling method with a total sample of 100 people.
Data collection techniques using questionnaires, while the analysis of the data
processing is done by using SPSS 23.0 for windows. Analysis were performed with
existing data using a test of validity, reliability, test the classic assumption of
regression analysis, and hypothesis testing using the t-test.
The results of this study indicate that: (1) Shopping lifestyle has a significant effect
on impulse buying, consumers tend to move more free tme to visit Shopee and when
hey have more money they have a great interest in shopping. (2) Positive emotion has
a significant effect on impulse buying, consumers who have a high level of happiness
and passion are relatively quick to make purchasing decisions. (3) Sales promotion has
a significant effect on impulse buying, the more positive the marketing strategy, the
higher the level of consumer impulse buying. In this category, discount vouchers and
free shipping facilities are the factors that are most in demand by Shopee consumers
at Karanganyar Regency in making purchases.

Keywords: Shopping Lifestyle, Positive Emotion, Sales Promotion, Impulse Buying

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 KUR p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 130 halaman

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

-

Pernyataan Tanggungjawab

KURNIA DWI RAHMAWATI

Versi lain/terkait

Lampiran Berkas

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