Efek Shopping Lifestyle dan Positive Emotion terhadap Perilaku Impulse Buying: Studi Pengguna Shopee di Bandar Lampung

Abstract

This study aims to determine the partial and simultaneous influence of shopping lifestyle variables and positive emotions on buying impulses. This type of research is quantitative research. This research is an explanatory research or research that analyzes the effects. The data source used is primary data. The population in this study is all consumers who use the Shopee application in Bandar Lampung. The sampling technique used in this study is purposive sampling. The number of respondents was 100. The data analysis method used in this study is by using the Multiple Linear Regression method. The results of the study showed that both partially and simultaneously the variables of shopping lifestyle and positive emotion had an effect on the buying impulse of Shopee consumers in Bandar Lampung.