THE EFFECT OF PRICE DISCOUNTS AND SHOPPING LIFESTYLE ON IMPULSE BUYING AMONG GENERATION Z SHOPEE USERS IN LAMONGAN REGENCY
Keywords:
Price Discount, Shopping Lifestyle, and Impulse Buying, Generation Z, Shopee.Abstract
This study aims to analyze the effect of price discounts and shopping lifestyle on impulse buying among Generation Z Shopee users in Lamongan Regency. The study employed a quantitative approach with a sample of 112 respondents selected using purposive sampling. Data were analyzed using multiple linear regression, t-test, and F-test. The results indicate that both price discounts and shopping lifestyle have a positive and significant effect on impulse buying, both partially and simultaneously. Shopping lifestyle is the most dominant variable influencing impulse buying. These findings suggest that higher levels of price discounts and shopping lifestyle lead to a greater tendency toward impulse buying among Generation Z Shopee users in Lamongan Regency.
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