PENGARUH HARGA, SHOPPING LIFESTYLE, DAN PROMOSI TERHADAP IMPULSE BUYING PADA PEMBELIAN ONLINE SHOP (STUDI KASUS MAHASISWA STIESIA SURABAYA)

Abstract

This research aimed to find out the effect of price, shopping lifestyle, and promotion on impulse buying at online
shop purchase (case study on the student of STIESIA Surabaya). While the population was student of STIESIA
Surabaya. This research was quantitative. The sample collection technique of this research used the purposive
sampling method i.e., a sample collection technique was based on certain criteria that have been determined to
get representative results. Furthermore, the data collection used questionnaire distribution with the number of
samples was 96 respodents, with the calculation of Lemeshow formula. Moreover, the research analysis method
used multiple linier regressions analysis with the calculation of the system program of SPSS (Statistical Product
and Service Solutions) 25 version. The research result concluded that price had a positive and significant effect
the impulse buying at online shop purchasing (case study on students of STIESIA Surabaya). Likewise,
shopping lifestyle had a positive and significant effect the impulse buying at online shop purchasing (case study
on students of STIESIA Surabaya). Similarly, promotion had a positive and significant effect the impulse buying
at online shop purchasing (case study on students of STIESIA Surabaya).