| dc.description.abstract | Online shopping is a trend that is currently popular, so many e-commerce
are present in Indonesia, such as Shopee. Shopee provides tagline, discount and
viral marketing programs. This program has made Shopee one of the most popular
e-commerce sites in Indonesia. With the message tagline "Free Shipping", discounts
and viral marketing make consumers motivated to make impulse purchases or
impulse buying.
This study aims to determine and analyze the effect of taglines, discounts
and viral marketing on impulse buying for shopee users in Lubuk Pakam. The
influence of the tagline, discount and viral marketing will be analyzed partially
and simultaneously on Impulse Buying.
The form of research used in this research is quantitative research with
an associative approach. Sampling was done through purposive sampling technique
and used 100 respondents as a sample. The primary data used in this study were
obtained by distributing questionnaires through the Google form while the
secondary data was obtained through library research. The data analysis method
used is validity test, reliability test, classic assumption test, multiple linear
regression analysis, and hypothesis testing.
The results of statistical data analysis showed that all items of this
research instrument had valid and reliable results. In the classical assumption test,
the regression model is multicollinearity free, there is no heteroscedasticity, and the
data is normally distributed. In this study the order of the tagline variable (X1) had
no significant effect on impulse buying, the discount variable (X2) had a significant
effect on impulse buying, and the viral marketing variable (X3) had no significant
effect on impulse buying but the tagline, discount and viral marketing variables
together -same (simultaneously) affect impulse buying (Y). The coefficient of
determination test shows that there is a fairly close relationship between tagline,
discount and viral marketing on impulse buying with an R value of 0.703. Through
the adjusted R square value, it is also known that the tagline, discount and viral
marketing variables contribute 47.9% to the impulse buying variable while the
remaining 52.1% is influenced by other variables not discussed in this study. | en_US |
