| dc.description.abstract | Impulse buying is behavior that stimulates consumer buying interest in a
product. Tempting promos or price discounts can cause this stimulus because
consumers feel that opportunities will not be obtained again. The phenomenon of
spontaneous purchases can hurt the individual. Because in spontaneous purchases,
the perpetrator tends to buy products according to his wishes and not based on his
needs. Therefore this behavior can negatively affect individuals, such as waste that
threatens their finances.
This study aims to analyze the influence of Use Of Shopee PayLater and
Harbolnas promos on Shopee users in Medan. The influence between Shopee
PayLater and the Harbolnas promo will be analyzed partially and simultaneously
on impulse buying for Shopee Users in Medan City.
The research method used in this research is quantitative research with an
associative approach. Sampling was carried out using a non-probability sampling
technique, and the method used was purposive sampling with 100 respondents as a
sample. The data collection method used in this study was primary data obtained
through questionnaires through Google form, while secondary data was obtained
through library research. The analytical method used is the validity test, reliability
test, classical assumption test, multiple linear regression analysis, and hypothesis
testing.
The results of the research conducted show that the Use Of Shopee PayLater
variable (X1) and the Harbolnas promo (X2) have a partial and significant effect
on Impulse Buying (Y), the Use Of Shopee PayLater variable (X1) and the
Harbolnas promo (X2) also have a simultaneous and significant effect on Impulse.
Buying (Y), the value of this coefficient shows the relationship between Use Of
Shopee PayLater (X1) and the Harbolnas promo (X2) to Impulse Buying (Y) is very
strong with an R value of 0.724 or 72.4%. It is also known that the Adjusted R
Square value of Use Of Shopee PayLater (X1) and Harbolnas promos (X2) can
explain the Impulse Buying variable by 51.4%. At the same time, the rest is
influenced by other variables not discussed in this study | en_US |
