DOI of the published article https://doi.org/10.37385/msej.v5i2.6780
Analysis of Price Discount, Shopping Lifestyle, and Fashion Involvement on Impulse Buying Fashion Products in Zalora E-commerce
Analisis Price Discount, Shopping Lifestyle, dan Fashion Involvement Terhadap Impulse Buying Produk Fashion di E-commerce Zalora
DOI:
https://doi.org/10.21070/ups.6937Keywords:
Price Discount, Shopping Lifestyle, Fashion Involvement, Impulse BuyingAbstract
This research aims to test and determine the influence of price discounts, shopping lifestyle, and fashion involvement on impulse buying of fashion products in Zalora e-commerce. This research uses a survey method with a quantitative approach. The sample for this research consisted of 100 respondents with the criteria: Zalora users, both women and men who have bought and used fashion products from Zalora. In this research, a non-probability sampling method was used combined with a purposive sampling technique, where samples were taken deliberately referring to specified criteria. The methods used for data analysis include testing validity, reliability, classical assumptions, and multiple linear regression, as well as hypothesis testing with the t test, F test, and coefficient of determination. The research results prove that price discounts, shopping lifestyle, fashion involvement have a positive and significant effect on impulse buying.
Downloads
References
E. Ayu Lestari, H. Prabowo, R. Sijabat, J. Sidodadi Timur Jalan Dokter Cipto No, and K. Semarang Tim Kota Semarang Jawa Tengah, “Analisis Pengaruh Price Discount, Hedonic Shopping Motivation Terhadap Impulse Buying Pada Konsumen Shopee-Id,” vol. 2, no. 3, pp. 80–91, 2024, [Online]. Available: https://doi.org/10.61132/menawan.v2i3.518
W. R. Farrasari and I. Amaliah, “Pengaruh Technology Acceptance Model Terhadap Minat Masyarakat Kota Bandung dalam Berbelanja Produk Fashion di E-Commerce Shopee,” Bandung Conf. Ser. Econ. Stud., vol. 3, no. 1, pp. 238–245, 2023, doi: 10.29313/bcses.v3i1.7083.
R. M. Komaro and I. Siregar, “Pengaruh Kualitas Layanan Aplikasi Zalora Indonesia terhadap Loyalitas Pelanggan,” KALBISOCIO J. Bisnis dan Komun., vol. 10, no. 2, pp. 26–35, 2023, doi: 10.53008/kalbisocio.v10i2.2146.
Z. Umboh, L. Mananeke, and R. Samadi, “Pengaruh Shopping Lifestyle , Fashion Involvement dan Sales Promotion Terhadap Impulse Buying Behaviour Konsumen Wanita di MTC Manado,” J. EMBA, vol. 6, no. 3, pp. 1638–1647, 2018.
D. A. S. 2023, Elondri, Desda Mia Muchia, “Pengaruh Shopping Lifestyle dan Fashion Involvement Terhadap Impulse Buying pada Pelanggan Shopee,” J. Ekon. Kreat. dan Manaj. Bisnis Digit., vol. 4, no. 1, pp. 88–100, 2023.
A. Lidwina, “Produk Fesyen Jadi Primadona di E-Commerce,” Databoks.Katadata.Co.Id, no. 2020. p. 1, 2021. [Online]. Available: https://databoks.katadata.co.id/datapublish/2021/06/09/produk-fesyen-jadi-primadona-di-e-commerce
M. N. Tuzzahra and S. Tirtayasa, “Pengaruh Hedonic Shopping Motivation, Shopping Lifestyle dan Fashion Involvement Terhadap Impulse Buying Pada Pelanggan Zalora Di Kota Medan,” J. Salman (Sosial dan Manajemen), vol. 1, no. 2, pp. 19–30, 2020.
N. L. P. E. Mertaningrum, I. G. A. K. Giantari, N. W. Ekawati, and P. Y. Setiawan, “Perilaku Belanja Impulsif Secara Online,” J. Ilmu Sos. dan Hum., vol. 12, no. 3, pp. 605–616, 2023, doi: 10.23887/jish.v12i3.70463.
N. rizkia Manajemen, S. Tinggi Ilmu Ekonomi Bima, and I. Purnama Manajemen, “Pengaruh Shopping Lifestyle dan Fashion Involvement terhadap Impulse Buying Behavior Masyarakat Kota Bima (Studi Kasus Pada Penggemar Hijab Umama),” J. Creat. Student Res., vol. 1, no. 5, pp. 172–186, 2023, [Online]. Available: https://doi.org/10.55606/jcsrpolitama.v1i5.2681
B. Bambang, S. A. Haji, and R. Damayanti, “PENGARUH PRICE DISCOUNT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI (Studi Pada Muara Mall Kota Ternate),” Ekonis J. Ekon. dan Bisnis, vol. 25, no. 1, 2023, doi: 10.30811/ekonis.v25i1.3809.
A. S. Awaliyah, A. S. Iswiyanti, S. A. Rachmat, and A. F. Sidiq, “Pengaruh Diskon Dan Kualitas Produk Terhadap Impulse Buying Konsumen Pada E-Commerce Tokopedia,” Equilib. Point J. Manaj. dan Bisnis, vol. 6, no. 1, pp. 22–46, 2023, doi: 10.46975/ebp.v6i1.183.
E. H. Priyatna, L. N. Lutfia, and M. Masturo, “Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impluse Buying,” Digit. Bus. J., vol. 1, no. 2, p. 10, 2023, doi: 10.31000/digibis.v2i1.7494.
S. Risma and C. Sukmawati, “Pengaruh Price Discount Terhadap Impulse Buying Pada Aplikasi Shopee Indonesia,” Negot. J. Ilmu Adm. Bisnis, vol. 6, no. 1, p. 14, 2023, doi: 10.29103/njiab.v6i1.8248.
F. Windyaningrum and T. Sudarwanto, “Pengaruh Price Discount Dan Store Atmosphere Terhadap Impulse Buying Pelanggan H&M Tunjungan Plaza Surabaya,” J. Pendidik. Tata Niaga, vol. 10, no. 2, pp. 1650–1657, 2022, doi: 10.26740/jptn.v10n2.p1650-1657.
A. T. Yulinda, R. Rahmawati, and H. Sahputra, “Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying (Studi Kasus Pada Konsumen Toko Mantan Karyawan Kota Bengkulu),” EKOMBIS Rev. J. Ilm. Ekon. dan Bisnis, vol. 10, no. 2, pp. 1315–1326, 2022, doi: 10.37676/ekombis.v10i2.2456.
D. Perdana Oskar, R. Wenda Prinoya, W. Novita, and H. Johan, “E-Commerce, Literasi Keuangan dan Gaya Hidup terhadap Perilaku Konsumtif Berbelanja Online melalui Platform TikTok,” J. Ekobistek, vol. 11, pp. 442–447, 2022, doi: 10.35134/ekobistek.v11i4.434.
N. Hidayah and T. R. Pamikatsih, “Jurnal Ilmiah Swara MaNajemen (Swara Mahasiswa Manajemen),” Ilm. Swara Manaj. (Swara Mhs. Manajemen), vol. 3, no. 3, pp. 285–292, 2023.
E. Al Maidah and D. K. Sari, “Pengaruh Price Discount, Fashion Involvement dan Shopping Lifestyle terhadap Impulse Buying pada Pengguna Brand ERIGO Apparel di Sidoarjo,” Balanc. Econ. Business, Manag. Account. J., vol. 19, no. 2, p. 165, 2022, doi: 10.30651/blc.v19i2.13014.
R. D. Rahmania, “In Store Display, Kualitas Produk, Dan Price Discount Terhadap Keputusan Impulse Buying pada Toko Indah Bordir Sidoarjo,” CAKRAWALA, vol. 6, 2023.
F. W. Aprilia and L. Indayani, “Factors E-WOM, Shopping Lifestyle and Fashion Involvement on Impulsive Purchases of Fashion Products at Tiktok Shop [Faktor E-WOM, Gaya Hidup Berbelanja dan Fashion Involvement Terhadap Pembelian Impusif Produk Fashion Pada Tiktok Shop,” pp. 1–15, 2023, [Online]. Available: https://www.researchgate.net/deref/https%3A%2F%2Fcreativecommons.org%2Flicenses%2Fby%2F4.0%2F?_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InB1YmxpY2F0aW9uIiwicGFnZSI6InB1YmxpY2F0aW9uIn19
J. Heridiansyah, E. R. Melati, and R. Budiyono, “Pengaruh Shopping Lifestyle, Hedonic Shopping Motivation Dan Promosi Penjualan Terhadap Pembelian Impulsif Pada Konsumen Shopee,” J. Stie Semarang (Edisi Elektron., vol. 15, no. 2, pp. 190–206, 2023, doi: 10.33747/stiesmg.v15i2.629.
Hamonangan Sitindaon Desmond and Sabil Hussein Ananda, “Pengaruh Hedonic Shopping Motivation, Price Discount, Dan Visual Merchandising Terhadap Impulse Buying Di Uniqlo Indonesia,” J. Manaj. Pemasar. Dan Perilaku Konsum., vol. 1, no. 3, pp. 402–411, 2022, [Online]. Available: http://dx.doi.org/10.21776/jmppk.2022.01.3.14
M. Isnaini and R. Rahmidani, “Pengaruh Store Atmosphere Dan Price Discount Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Produk Fashion,” J. Ecogen, vol. 4, no. 1, p. 10, 2021, doi: 10.24036/jmpe.v4i1.10510.
Z. M. Wardhani, “Pengaruh Harga , Shopping Lifestyle , Dan Promosi Terhadap Impulse Buying Pada Pembelian Online Shop ( Studi Kasus Mahasiswa Stiesia Surabaya ),” J. Ilmu dan Ris. Manaj., vol. 11, no. 7, p. 17, 2022.
Rony Malvia, Fahmi Faizal, F. Faizal Izmy, and R. Malvia Mardani, “Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Keputusan Pembelian Impulsif Pada E-Commerce Tokopedia (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Malang),” E-Jurnal Ris. Manaj., vol. 01, pp. 61–71, 2022, [Online]. Available: www.fe.unisma.ac.id
K. Z. Sumampow, D. Soepeno, and M. C. Raintung, “Pengaruh Fashion Involvement, Sales Promotion Dan Positive Emotion Terhadap Impulse Buying Pada Matahari Departement Store Megamall Manado,” J. EMBA J. Ris. Ekon. Manajemen, Bisnis dan Akunt., vol. 10, no. 2, p. 809, 2022, doi: 10.35794/emba.v10i2.40642.
M. HR, D. Baharuddin, and A. Saleh, “Pengaruh Motivasi Belanja Hedonis dan Fashion Involvement Terhadap Pembelian Impulsif Secara Online Dikota Makassar,” J. Mirai Manag., vol. 9, no. 1, pp. 202–213, 2024.
R. Sari, “Pengaruh Penggunaan Paylater Terhadap Perilaku Impulse Buying Pengguna E-Commerce di Indonesia,” J. Ris. Bisnis dan Investasi, vol. 7, no. 1, pp. 44–57, 2021, doi: 10.35313/jrbi.v7i1.2058.
N. F. Faroha and R. E. Febriansah, “The Influence Of Sales Promotions, Product Quality, And E-Word Of Mouth On Shopee Live On Impulsive Buying Behavior Among Muhammadiyah University Students In Sidoarjo,” UMSIDA Prepr., pp. 1–17, 2024, [Online]. Available: https://archive.umsida.ac.id/index.php/archive/preprint/view/4001/version/3994
Sugiyono, “Metode Penelitian Kuantitatif, Kualitatif dan R&D”, 2nd ed. Bandung: Alfabeta, 2022.
Downloads
Additional Files
Posted
License
Copyright (c) 2025 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
