Analysis of Shopping Lifestyle, Discount and Online Customer Review of Impulse Buying in Shopee Live Consumers in Semarang City
Keywords:
Shopping Lifestyle, Discount, Online Customer Review, Impulse BuyingAbstract
The purpose of this study is to determine whether or not there is a positive or negative influence on shopping lifestyle, discounts and online customer reviews on impulse buying in Shopee Live Semarang City consumers both partially and simultaneously. The method used in this study is a quantitative method involving 96 respondents who are Shopee Live consumers in Semarang City. The research was carried out by sampling through a nonprobability sampling technique with a type of purposive sampling. The analysis technique used in this study is SPSS version 25. The results of the analysis show that Shopping Lifetyle (X¬1) has a positive and significant effect on Impulse Buying (Y), Discount (X¬2) has a positive and significant effect on Impulse Buying (Y), Online Customer Review (X¬3) has a positive and significant effect on Impulse Buying (Y), and simultaneously Shopping Lifestyle (X1), Discount (X2), and Online Customer Review (X¬3) have a positive and significant effect on Impulse Buying (Y) on Shopee Live consumers in Semarang City.
References
Aji, Y. B., Wijoyo, S. H., & Rachmadi, A. (2020). Analisis Pengaruh Keterjangkauan Teknologi Informasi Pada Live Streaming Shopping Platform Shopee Terhadap Minat Beli Mahasiswa Kota Malang . Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer.
Anwar, M. S. (2022). Pengaruh Diskon Harga, Endorsement, Dan Viral Marketing Terhadap Keputusan Pembelian Di TikTok Shop.
Global Loyalty Indonesia. (2023, Juli 03). The Effect Of Live Shopping Towards Purchase Decisions. Retrieved from Spotlight News: https://gli.id/article- detail/the-effect-of-live-shopping-towards-purchase-decisions
Hasim, M., & Lestari, R. B. (2022). Pengaruh Potongan Harga, Motivasi Belanja Hedonis, E-WOM dan Gaya Hidup Berbelanja Terhadap Impulse Buying di Tokopedia. Forum Bisnis dan Kewirausahaan Jurnal Ilmiah Multi Data Palembang, Vol 12 No 1.
Ittaqullah , N., Madjid, R., & Sulemana, N. R. (2020). The Effects Of Mobile Marketing, Discount, And Lifestyle On Consumers’ Impulse Buying Behavior In Online Marketplace. International Journal Of Scientific & Technology Research, Volume 9.
Kinasih, M. P., & Wuryandari, N. R. (2023). Pengaruh Price Discount, Product Knowledge, Dan Time Pressure Terhadap Impulse Buying Pada Fitur Shopee Live. Jurnal Ilmiah Multidisiplin, 88-101.
Khansa, L., Nugroho, W. S., & Nurcahyono, N. (2022). The Effect of Liquidity, Leverage, Profitability and Firm size on Financial Distress with GCG as a Moderation Variable. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2), 143. https://doi.org/10.26714/mki.12.2.2022.143-153
Khasanah, L., Nugroho, W. S., & Nurcahyono, N. (2022). The Effect of Liquidity, Leverage, Company Size and Fixed Asset Intensity on Tax Aggressiveness. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2), 154. https://doi.org/10.26714/mki.12.2.2022.154-163
Khasanah, S. N. U., & Nurcahyono, N. (2021). Capacity, Pengaruh Operating Growth, Sales Dan, Arus K A S Terhadap, Leverage Distress, Financial. Jurnal Sustainable, 2(2), 357–371.
Kristiana, I., Nurkatik, & Nurcahyono, N. (2021). The effect of sak emkm-based accounting implementation, accounting knowledge, education level, and revenue on msme taxpayer compliance in reporting its tax obligations during the covid-19 pandemic. Universal Journal of Accounting and Finance, 9(6), 1422–1432. https://doi.org/10.13189/ujaf.2021.090620
Kristianingrum, A., Sukesti, F., & Nurcahyono, N. (2022). Pengaruh Mekanisme Good Corporate Governance, Kinerja Keuangan, dan Struktur Modal terhadap Pengungkapan Sustainability Report. Prosiding Seminar Nasional UNIMUS, 5, 432–444.
Maghfiroh, F. M., Natania, S. A., & Efendi, R. (2023). Transformasi Ekonomi Digital: Connection Integration E-Commerce Dan S-Commerce Dalam Upaya Perkembangan Ekonomi Berkelanjutan . Proceedings of Islamci Economics, Business, and Philanthropy.
Ningrum, P. D., & Pudjoprastyono, H. (2023). Pengaruh Shopping Lifestyle dan Diskon Terhadap Impulse Buying di E-Commerce Shopee Pada Mahasiswa UPN "Veteran" Jawa Timur. Ekombis Review Jurnal Ekonomi & Bisnis, Ekombis Review Jurnal Ekonomi & Bisnis.
Padmasari, D., & Widyastuti, W. (2022). Pengaruh Fashion Involvement, Shopping Lifestyle, dan Sales Promotion terhadap Impulse Buying pada Pengguna E- commerce. Jurnal Ilmu Manajemen, Volume 1 No. 1.
Pratama, S. D. (2023). Pengaruh Online Customer Review, Harga, Dan Affiliate Marketing Terhadap Pembelian Impulsif Konsumen Fashion Pada Pengguna TikTok Di Banyumas.
Putri, I. D., & Fikriyah, K. (2023). Pengaruh Influencer Dan Online Customer Review Terhadap Pembelian Impulsif Pada Produk Kosmetik Halal Di TikTok Shop. Jurnal Ilmiah Edunomika, Vol 7, No 1.
Permatasari, M., Nurcahyono, N., Bilqis, L. K., & Nugroho, W. S. (2023). The Effect of Good Corporate Governance and Financial Ratios on Financial Distress. International Conference on Business, Accounting, Banking, and Economics, 1(1), 321–336. https://doi.org/10.2991/978-94-6463-154-8
Pratiwi, I., Hanum, A. N., & Nurcahyono, N. (2022). Pengaruh Earning Per Share, Total Assets Turnover, Pertumbuhan Penjualan dan Debt Equity Ratio Terhadap Harga Saham. Jurnal Akuntansi, Perpajakan Dan Portofolio, 02(02), 39–50. https://journal.umpo.ac.id/index.php/JAPP/article/view/5584%0Ahttps://journal.umpo.ac.id/index.php/JAPP/article/download/5584/2405
Putra, R. D., Wibowo, R. E., & Nurcahyono, N. (2021). Akuntabilitas Pengelolaan Dana Desa : Studi Kecamatan Losari. Maksimum: Media Akuntansi Universitas Muhammadiyah Semarang, 11(2), 110–122.
Rahma, A. M., Nurcahyono, N., & Sinarasri, A. (2022). Moderating Effects of Institutional Ownership on the Relation Between Capital Structure. International Conference on Business, Accounting, Banking, and Economics, 1, 293–306. https://doi.org/10.2991/978-94-6463-154-8
Roqijah, I., Nugroho, W. S., & Nurcahyono, N. (2022). The Effect of Profitability, Operating cash flow, Economic Value Added and Firm Size on Stock Return. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2), 164. https://doi.org/10.26714/mki.12.2.2022.164-174
Ratnawati. (2023). Pengaruh Discount, Live Streamer, Dan Customer Trust Terhadap Impulse Buying Pada Live Streaming Commerce. Technology Business And Entrepreneurship, Vol. 1.
Satrio, D., Sabana, C., & Feranita, M. (2020). Impulse Buying : The Effect Of Shopping Lifestyle, Sales Promotion Attractiveness And Understanding Of Quality Website. Ulfaida, I. N., Savitri, C., & Faddila, S. P. (2023). Pengaruh Online Customer Review Dan Rating Toko Terhadap Minat Pembelian Produk Whitelab Di Marketplace Tokopedia Pada Generasi Y. Management Studies and Entrepreneurship
Journal (MSEJ) .
Wahyudi, L. (2023). Pengaruh Flash Sale, Online Customer Review, Hedonic Shopping Motivation Terhadap Impulsive Buying Behavior Pada Konsumen Online Shopping Selama Pandemi Covid-19 (Studi Pada Generasi Z dan Y Pengguna Aktif Aplikasi Shopee di Bali).
Wati, R. A., Basalamah, M., & Rahmawati. (2021). Pengaruh Lingkungan Teman Sebaya, Viral Marketing, Dan Customer Online Review. e-Jurnal Riset Manajemen PRODI MANAJEMEN Fakultas Ekonomi dan Bisnis Unisma, Vol. 10 No. 13.
Widiastuti, C., Universari, N., & Setiawan, I. N. (2023). eterminan Perilaku Konsumtif Belanja Online Generasi Z Di Kota Semarang. Jurnal Manajemen Bisnis & Terapan. Jurnal Manajemen Bisnis & Terapan.
