Pengaruh Social Media Marketing, Diskon, dan Gaya Hidup terhadap Impulse Buying (Studi pada Pengguna Shopee di Kota Medan)

Abstract

Impulse buying is the action of buyers to make transactions that are desired but not needed. Shopee must understand the phenomenon and study the causative factors so as to maximize it, to attract consumers to do impulse buying. Shopee can observe consumer behavior both in social media marketing, discounts and lifestyle This study aims to determine how the influence of social media marketing, discounts and lifestyle on impulse buying in Shopee Users in Medan City. The influence between social media marketing, discounts and lifestyle will be analyzed partially and simultaneously on impulse buying. The form of research used in research is quantitative with an associative approach. The population in this study is Shopee Users in Medan City, with a sample of 100 respondents, with a sampling technique using purposive sampling. Primary data were obtained through direct distribution of questionnaires and secondary data were obtained through literature studies. The analysis methods used are validity tests, reliability tests, classical assumption tests, multiple linear regression, partial tests, simultaneous tests, and determination tests and are processed through SPSS. The results of this study show that Social Media Marketing has a significant positive effect on Impulse Buying, obtained a t-count value of Buying 3.301 > 1.984 with a significance value of 0.001 < 0.05 with a positive regression coefficient value of 0.425. Discounts also have a significant positive effect on Impulse Buying, significantly obtained t-count values of 2.534 > 1.984 with significance levels of 0.013 < 0.05 and have a coefficient value A positive regression of 0.444. Lifestyle also has a significant effect on impulse buying, obtained a t-count value of 2.635 > 1.984 with a significance level of 0.010 < 0.05 and has a regression coefficient value of 0.433. In simultaneous testing, Social Media Marketing, Discount and Lifestyle variables were simultaneously influential with an influence level of 34.9%, while the remaining 65.1% were influenced by factors outside this research model.