Pengaruh Shopping Lifestyle, Online Customer Review dan Price Discount terhadap Impulse Buying (Studi pada Pengguna Tiktok di Kota Medan)

Abstract

Internet technology is currently experiencing rapid development. The human need to access something can now be made easier by searching for internet based information. This situation is in accordance with the human desire to obtain information quickly and easily. With the internet, people now switch shopping from offline to online. This study aims to analyze how shopping lifestyle, online customer reviews and price discounts influence impulse buying. The effect of shopping lifestyle, online customer review and price discount 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 carried out through non-probability sampling with a purposive sampling technique with 100 respondents as a sample. The primary data used in this study were obtained by distributing questionnaires directly while the secondary data was obtained through a literature study. The data analysis method used is the validity test, reliability test, classic assumption test, multiple linear regression test, and hypothesis testing. The results of the research conducted show that the variables shopping lifestyle (X1), online customer reviews (X2) and price discounts (X3) have a significant effect on impulse buying (Y) and all independent variables simultaneously (simultaneously) affect impulse buying (Y). The determinant coefficient test shows that there is a fairly close relationship between shopping lifestyle (X1), online customer reviews (X2) and price discounts (X3) towards impulse buying with an R value of 0.880. Through the value of the adjusted R square it is also known that the variables between shopping lifestyle (X1), online customer review (X2) and price discounts (X3) contribute 76.7% to employee performance variables while the remaining 23.3% is influenced by other variables that not discussed in this study.