PENGARUH PRICE DISCOUNTS, SHOPPING LIFESTYLE, DAN AFFILIATE MARKETING TERHADAP IMPULSE BUYING PADA PRODUK FASHION DI SHOPEE

Shafa' Qotrunnada Salsabila, . (2024) PENGARUH PRICE DISCOUNTS, SHOPPING LIFESTYLE, DAN AFFILIATE MARKETING TERHADAP IMPULSE BUYING PADA PRODUK FASHION DI SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The growth of the digital economy has given rise to the e-commerce industry. E-commerce is all online buying and selling activities. Shopee is one of the most popular e-commerce in Indonesia. This research aims to find out, analyze and prove whether there is a partial influence of price discounts, shopping lifestyle and affiliate marketing on impulse buying of fashion products on Shopee. The sample for this research is 100 consumers who have purchased fashion products through Shopee e-commerce in the DKI Jakarta area. This research is quantitative research using primary data. The sample collection technique uses a non-probability sampling method, namely the purposive sampling method. Data collection uses Google forms and data analysis techniques use descriptive and inferential analysis. Data processing was carried out using the SmartPLS 4.0 software test tool and it was found that (1) price discounts had a positive and significant effect on impulse buying by 0.319, (2) shopping lifestyle had a positive and significant effect on impulse buying by 0.455, and (3) affiliate marketing had a positive effect and significant at 0.206. The R-Square value obtained for the price discounts, shopping lifestyle and affiliate marketing variables contributed to impulse buying by 80.5% and the remaining 19.5% was influenced by other variables not included in this research.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111160] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Bernadin Dwi M] [Penguji 2: Yuliniar]
Uncontrolled Keywords: Price Discounts, Shopping Lifestyle, Affiliate Marketing, Impulse Buying, Shopee.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: SHAFA' QOTRUNNADA SALSABILA
Date Deposited: 17 Sep 2024 06:32
Last Modified: 17 Sep 2024 06:32
URI: http://repository.upnvj.ac.id/id/eprint/31345

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