| dc.description.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. | en_US |
