Pengaruh Promosi Dan Gaya Hidup Terhadap Pembelian Impulsif Pada Pengguna Shopee (Studi Pada Mahasiswa Administrasi Bisnis Universitas Mulawarman)

Abstract

The rapid changes in information technology in the current era of globalization make it easier for people to carry out their daily activities. One of these activities is buying and selling activities. Currently, people prefer to choose to make purchases online because they have several attractive promotions, thus changing their shopping lifestyle which results in an interest in making impulse buying. This research was conducted to analyze the effect of promotion and lifestyle on impulsive buying using Shopee for Business Administration students at Mulawarman University. This study used a quantitative method with a total of 100 respondents and data collection was carried out by distributing questionnaires to Business Administration students, especially the 2018-2020 class. Data analysis techniques used are validity test, reliability test, classic assumption test, multiple linear regression test, and hypothesis testing. The results of this study are that partially promotion (X1) has a positive and significant effect, while lifestyle (X2) has no positive and significant effect on impulsive buying (Y). Simultaneously promotion and lifestyle have a positive and significant effect on impulsive buying using Shopee for Business Administration students at Mulawarman University.