The Effect of Shopping Enjoyment and Price Discount on Impulsive Buying in the Shopee Marketplace (Study on Students in Kediri City)

Erika Ardita, Nindi Vaulia Puspita, Wahyu Dede Gustiawan

The purpose of this study is to ascertain the impact of influence shopping enjoyment on impulsiveness buying, to ascertain the impact of price discounts on impulsive buying and to ascertain the of shopping enjoyment and price discount on impulsiveness buying at markertplace Shopee (Study on students in Kediri City). Descriptive analysis research kinds are used with quantitative research methods in this kind of study. This research was conducted in Kediri City, East Java. With a sample of 96 respondents, this study focuses on students living in Kediri City who made purchases at Shopee market. The sampling strategy combines a purposive sampling approach with criteria determined by researchers with Lemeshow formula. Validity tests, reliability tests, multiple linear regression tests, the classic assumption tests (normality, multicollinearity, heteroscedasticity), and hypothesis tests (t test, F test, coefficient of determination) are the data analysis techniques employed. Data processing tools use SPPS version 23. The findings of the study indicate that impulsive buying is not much impacted by shopping enjoyment, impulsive buying made on the Shopee marketplace are not much impacted by the price discount, and the shopping enjoyment and price discount together have a major impact on impulsive buying (Study on students in Kediri City).

2024/06/15

Shopping Enjoyment, Price Discount, Impulsive Buying

699

704

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21