Impulse Buying in terms of Viral Marketing, Sales Promotion, and Shopping Lifestyle for Shopee Users
Impulse Buying Ditinjau dari Viral Marketing, Sales Promotion, dan Shopping Lifestyle pada Pengguna Shopee
DOI:
https://doi.org/10.21070/ups.843Keywords:
Viral Marketing, Sales Promotion, Shopping Lifestyle, Impulse Buying, ShopeeAbstract
This research aims to identify and anlyze the influence of Viral Marketing, Sales Promotion, and Shopping Lifestyle to Impulse Buying Shopee user’s in Sidoarjo City. This research uses quantitative research method with a survey approach. Samples in this study totally 100 respondents Shopee users in Sidoarjo City. The sampling technique used is nonprobability sampling with purposive sampling. The data is obtained by distributing questionnaires using Google Form. Data analysis using multiple linier regression analysis is processed with SPSS version 26. The results of this study prove that Viral Marketing has significant effect on Impulse Buying, Sales Promotion has significant effect on Impulse Buying, and Shopping Lifestyle has significant effect on Impulse Buying on Shopee user’s in Sidoarjo City.
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