Pengaruh Shopping Lifestyle dan Price Discount Terhadap perilaku Impulse Buying pada Konsumen Ghealsy Malang (Studi pada Mahasiswa Politeknik Negeri Malang)
DOI:
https://doi.org/10.62710/0neen654Keywords:
Shopping Lifestyle; Price Discount; Impulse Buying; Ghealsy Malang.Abstract
This research aimed to analyze and describe the influence of shopping lifestyle and price discount on impulse buying behavior in Ghealsy Malang consumers. The study employed a quantitative explanatory method using shopping lifestyle, price discount, and impulse buying as its variables. The data were collected through purposive sampling using a questionnaire distributed to 101 respondents as the sample. The analysis techniques included validity and reliability tests, classical assumption testing, multiple linear regression analysis, coefficient of determination, and hypothesis testing. The results showed that shopping lifestyle had a positive and significant partial influence on impulse buying, and price discount also had a positive and significant partial influence on impulse buying. Furthermore, shopping lifestyle and price discount simultaneously had a positive and significant influence on consumers’ impulse buying behavior. The conclusion of this study indicates that Ghealsy Malang is capable of fulfilling consumers’ shopping lifestyles by providing up-to-date fashion products that align with current trends, thereby increasing impulse buying behavior.
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Copyright (c) 2025 Amalia Fatika Sari, Farida Akbarina (Author)
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