Analysis of Price Discount, Shopping Lifestyle, and Fashion Involvement on Impulse Buying Fashion Products in Zalora E-commerce
DOI:
https://doi.org/10.37385/msej.v5i2.6780Keywords:
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.
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