Pengaruh Daya Tarik Iklan, Potongan Harga dan Shopping Lifestyle Terhadap Keputusan Pembelian Impulsif Pada Pengguna Aplikasi Shopee dan Lazada di Surabaya

Abstract

Technology is now developing in all fields from year to year. Along with ever-increasing technological developments, information and communication has also increased. With the development of Science and Technology as well as Communication, there are more and more internet users, it will be a factor that companies can use to market their products online. In order to realize online trading, we need an e-commerce platform that can support the online market. Currently, there are many e-commerce applications that have entered Indonesia. There are Shopee and Lazada which are used most often. The tendency of people to frequently shop online is due to busy work and other things that make them shop online more often than going to the mall. This study aims to determine the effect of advertising attractiveness, price discounts, and shopping lifestyle on users of the Shopee and Lazada applications in Surabaya. This research method is quantitative used to collect and analyze the necessary data. The sample technique used was accidental sampling of 96 respondents. In this study the research instrument used a questionnaire distributed online. The questionnaire contains statements about the indicators in the attractiveness of advertising, price discounts, shopping lifestyle, and impulse purchases. The data obtained were then analyzed using multiple linear regression methods to determine the relationship between the independent variables and the dependent variable. Following collection of data, analysis was conducted using the linear regressive berganda method to determine the relationship between independent and dependent variables. The study's findings indicate that every independent variable, such as daya tarik iklan, potongan harga, and shopping style, has a positive and significant impact on the dependent variable

Keywords: Advertising Attractiveness, Price Discounts and Shopping Lifestyle