The Influence of Shopping Lifestyle and Materialism on Impulse Buying in Shopee Marketplace Consumers in South Surabaya

Abstract

The purpose of this study is to determine the influence of Shopping Lifestyle and materialism on impulse purchases on the Shopee Marketplace in South Surabaya. Independent variables in written studies such as Shopping Lifestyle and materialism traits and the result taken into account were impulse purchases. The target audience is Masyaratkan who are 18 years old and over shopee users who live in the south Surabaya area. In this study, purposive sampling procedures combined with non-probability sampling methods were used in determining samples. 67 respondents were sampled. Questionnaires are used in collecting data. Descriptive analysis and multiple linear regression analysis are defined as the analysis techniques used. Reviewing in the study, there are 2 factors that significantly affect impultive purchases on the Shopee Marketplace, namely Shopping Lifestyle and materialism. Shopping Lifestyle has a significant influence on impulse purchases. Then materialism also exerts a significant influence on impulse buying.