Pengaruh Promosi Penjualan dan Shopping Lifestyle terhadap Impulse Buying pada Konsumen Shopee di Kota Tuban

Abstract

This research aims to identify and analyze the influence of sales promotion and shopping lifestyle on impulse buying on Shopee consumers in Tuban City. This research uses quantitative research method. Samples in this study totaly 100 respondents shopee users in Tuban city. The sampling technique used is nonprobabality sampling with purposive sampling. The data is obtained by disseminating questionnaires. Data analysis using multiple liner regression analysis is processed with SPSS version 25. The results showed that Sales Promotion (X1) and Shopping Lifestyle (X2) simultaneously had a significant effect on impulse buying (Y) in Shopee consumers in Tuban City. Partially Sales Promotion (X1) has no significant affect on Impulse Buying (Y) on Shopee consumers in Tuban City. Shopping Lifestyle (X2) partially has significant affect on Impulse Buying (Y) in Shopee consumers in Tuban City.