PENGARUH PENGGUNAAN PROMO PAYLATER, PROMO FLASH SALE DAN PROMO CASHBACK TERHADAP ONLINE IMPULSE BUYING PADA PENGGUNA SHOPEE (STUDI PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TANJUNGPURA)

Abstract

This research aims to determine pay later, flash sales and cash back on online impulse buying among Shopee users, especially students at the Faculty of Economics and Business, Tanjungpura University. This research is a form of associative research with a quantitative approach. The facts in this research use quantitative research in the form of statistics. The sources of data and facts obtained from this research are secondary and primary data. Researchers used questionnaires in collecting data. The variables used in this research are the independent variable and the dependent variable to be studied. The independent variables used in this research are pay later, flash sale, and cash back. Then the dependent variable is online impulse buying. The population used by researchers in this research was all students at the Faculty of Economics and Business, Tanjungpura University. Based on the sampling technique using the purposive sampling method, a sample of 100 people was obtained. The data collection technique uses a questionnaire using a Likert scale. The analysis techniques used are descriptive analysis, data instrument tests, classical assumption tests, and multiple linear regression tests. This research shows that pay later has a positive and significant effect on the online impulse buying variable. Then the results of this research show that flash sales have a positive and significant effect on the online impulse buying variable. Furthermore, finally, the results of this research show that cash back has a positive and significant effect on the online impulse buying variable. Keywords: Pay Later, Flash Sale, and Cash Back for Online Impulse Buying

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www.cashback.com diakses pada 04 Juni 2023.
www.shopee.com diakses pada 04 Juni 2023.