PENGARUH POTONGAN HARGA TERHADAP PEMBELIAN IMPULSIF PADA PENGGUNA E-COMMERCE SHOPEE PADA PERUMAHAN CLUSTER ALAMANDA BEKASI

Abstract

The problem addressed in this study is the influence of price discounts on impulsive purchase of e-commerce Shopee users. It also investigates whether Shopee e-commerce users are inclined to engage in impulsive buying behavior when discounts are offered. The objective of this research is to understand the influence of price discounts on impulsive purchase of e-commerce Shopee users and to determine the extent of users' inclination towards impulsive purchases when discounts are provided. The research methodology employed in this study is quantitative in nature. The observational sample selection criteria involved 90 individuals, selected usingpurposive sampling technique. Data collection was conducted using a questionnaire distributed through google forms. Data analysis was carried out using the spss software version 27. The data analysis techniques encompassed validity and reliability tests, classic assumption tests, hypothesis testing, and simple linear regression analysis. The research findings indicate that the variable of discounts has a positive influence on the variable of impulsive purchases, with a significant value of (<0.001<0.05). This indicates that there is a significant influence of discounts on impulsive buying behavior.