Pengaruh Viral Marketing, Flash Sale, dan Shopee Pay Later terhadap Pembelian Impulsif pada Mahasiswa di Kota Medan

Abstract

Advances in digital technology have changed people's shopping patterns, including students in Medan. Shopee as one of the leading e-commerce platforms offers features such as viral marketing, flash sales, and Shopee Paylater that make shopping easier for consumers. This convenience often triggers impulse buying behavior due to the attractiveness of promotions and high accessibility. This event shows that college students are increasingly motivated to make purchases outside of their plans. This study aims to analyze how viral marketing, flash sales, and Shopee Paylater affect impulse purchases at Shopee for students in Medan City. The influence of the four variables will be analyzed partially and simultaneously impulse purchases. The form of research used is quantitative with an associative approach. The population in this study were students who used the Shopee application in Medan City. With a sample of 96 respondents, the sample approach used in this study was non-probability sampling in the form of purposive sampling. Primary data obtained through direct distribution of questionnaires and secondary data obtained through literature studies. The analytical methods used are validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and are processed through a statistical analysis program. The results of the research conducted show that viral marketing (X1), flash sale (X2), and Shopee Paylater (X3) have a partial and simultaneous effect on impulse purchases (Y) at Shopee. Based on the coefficient of determination test, it is found that the magnitude of the relationship between the viral marketing (X1), flash sale (X2), and Shopee Paylater (X3) variables on the impulse purchase variable (Y) with an R value of 0.766. Through the adjusted R square value, it is also known that the variables between viral marketing, flash sale, and Shopee Paylater contribute 57.4% to the impulse purchase variable, while the remaining 42.6% is influenced by other variables not discussed in this study.