KUALITAS WEBSITE, POTONGAN HARGA, DAN GAYA HIDUP BERBELANJA TERHADAP PERILAKU PEMBELIAN IMPULSIF: STUDI KASUS PENGGUNA SHOPEE DI KOTA TANGERANG SELATAN

Syarifa Afiyani, . (2022) KUALITAS WEBSITE, POTONGAN HARGA, DAN GAYA HIDUP BERBELANJA TERHADAP PERILAKU PEMBELIAN IMPULSIF: STUDI KASUS PENGGUNA SHOPEE DI KOTA TANGERANG SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Activities for online shopping are growing in Indonesia. This is supported by post-pandemic conditions, an increase in internet users, and records of e-commerce transactions which have increased from the previous year. Shopee is present as one of the popular e-commerce in Indonesia by offering various product categories. This research aims to prove whether website quality, discount, and shopping lifestyles can affect impulse buying behavior. The population in this study are Shopee users who live in South Tangerang City with a sample of 100 respondents using non-probability sampling techniques and purposive sampling methods. This study uses a quantitative method and uses the SmartPLS 3.0. The results of this study indicate that website quality has no significant effect on impulsive buying behavior. In addition, discount and shopping lifestyle have a positive and significant impact on impulse buying behavior. Then, it can be seen that the highest factor influencing the impulse buying behavior of Shopee users in South Tangerang City is a discount of 0.391 or 39.1%.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910111017] [Pembimbing: Nobelson] [Penguji 1: Dienni Ruhjatini Sholihah] [Penguji 2: Lina Aryani]
Uncontrolled Keywords: impulse buying behavior, website quality, discount, shopping lifestyle, Shopee
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Syarifa Afiyani
Date Deposited: 03 Feb 2023 07:53
Last Modified: 03 Feb 2023 07:53
URI: http://repository.upnvj.ac.id/id/eprint/22302

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