Pengaruh Iklan, Potongan Harga, Kemudahan Berbelanja terhadap Impulsive Buying Pengguna Shopee (Studi pada Staff Tenaga Pendidikan Perempuan di USU)

Abstract

This study aims to determine the effect of advertising, discounts, and shopping convenience on impulsive buying among Shopee users who are female educational staff at USU. This is an associative study, and the type of data used is quantitative data. The sample in this study consisted of 69 respondents selected using proportional random sampling. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that simultaneously, advertising, discounts, and shopping convenience have a significant effect on impulsive buying among Shopee users who are female educational staff at USU. Partially, advertising, discounts, and shopping convenience each have a positive and significant effect on impulsive buying among Shopee users who are female educational staff at USU.