Pengaruh Paylater Feature, Shopping Lifestyle, dan Shopping Enjoyment Terhadap Impulse Buying Pelanggan Shopee (Studi Kasus pada Mahasiswa S1 FEB USU)

Abstract

The purpose of this research is to determine and analyze the influence of paylater features, shopping lifestyle and shopping enjoyment simultaneously or partially on impulse buying and what variables are most dominant in influencing impulse buying among undergraduate students at the Faculty of Economics and Business, University of North Sumatra who are Shopee customers. This research was conducted on Shopee customers, namely undergraduate students at the Faculty of Economics and Business, University of North Sumatera. The population in this study were undergraduate students at the Faculty of Economics and Business, University of North Sumatra. Samples were taken by nonprobability sampling with purposive sampling type. The data analysis techniques used are descriptive statistical analysis and multiple linear regression. This type of research is associative research. The data used are primary and secondary data obtained through questionnaires whose measurements use a Likert scale and documentation studies. Data were processed statistically using the IBM SPSS Statistics 25 program through the coefficient of determination test, F test, and t test. The results of this research show that simultaneously Paylater Feature, Shopping Lifestyle and Shopping Enjoyment have a positive and significant effect on Impulse Buying. Paylater Feature has a positive and not significant effect on Impulse Buying, Shopping Lifestyle has a positive and partially significant effect on Impulse Buying and Shopping Enjoyment has a positive and partially significant effect on Impulse Buying.