Pengaruh Persepsi Harga dan Shopping Lifestyle terhadap Impulsive Buying pada Aplikasi Shopee
Keywords:
Price perception, shopping lifestyle, Impulsive buyingAbstract
The aim of this research is to find out how price perceptions and shopping habits influence impulse purchases made on the Shopee application. This research used quantitative analysis, and data was collected from a sample of 60 participants using a sampling strategy based on Hair et al. theory. A descriptive approach was used in data analysis. A significant threshold of 5% is indicated by the findings of studies on price perception and impulse buying. Because the significance value of the regression coefficient is 0.518 > 0.05, it is considered influential but not significant. Meanwhile, the shopping lifestyle variable shows a positive influence on the shopping lifestyle with a significance value below 0.05 (0.000<0.05) which is considered significant. This shows that the hypothesis can be accepted which shows that impulse purchases made on the Shopee application are significantly influenced by price perceptions and purchasing habits. Of the variables that explain the impulse buying variable, 52% is related to price perceptions and shopping lifestyle, while the remaining 48% is explained or influenced by factors that have not been researched.
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