PENGARUH HARGA, PROMOSI DAN KEMUDAHAN CARA PEMBAYARAN TERHADAP GAYA HIDUP KONSUMTIF PADA APLIKASI BELANJA ONLINE SHOPEE

Abstract

This research aimed to analyze and find out the effect of price, promotion, and payment easiness on the consumption lifestyle of Surabaya people who used the Shopee online shopping application. The independent variables were price, promotion, and payment easiness. While the dependent variable was consumption lifestyle. The research was quantitative. Moreover, the data collectoin technique used non-probability sampling, in which the sample was based on the criteria given. In line with that, there were 97 respondents who had used Shopee online shopping application as the sample. Furthermore, the instrument of the data collection technique used questionnaires. The questionnaires were distributed to the respondents. Additionally, the data analysis technique used multiple linear regression with SPSS 22 versions. The result showed that price had a positive and significant effect on the consumption lifestyle of Surabaya people who used the Shoppe online shopping application. However, the promotion had a positive but insignificant effect on the consumption lifestyle of Surabaya people who used the Shopee online shopping application. In contrast, payment easiness had a positive and significant effect on the consumption lifesytle of Suarabaya people who used the Shopee online shopping application.