ANALISIS PERILAKU ONLINE IMPULSE BUYING DITINJAU DARI FLASH SALE DAN LOCUS OF CONTROL PADA MAHASISWA UNPER KONSUMEN SHOPEE

OIKOS Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Pub Date : 2022-06-30 DOI:10.23969/oikos.v6i2.5544

Elisa Nurchoiriah, Rita Tri Yusnita, Arisman Arisman

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Abstract

The rise of Online Stores, usually triggers people to be easily tempted to shop, because of conveniences such as saving time and energy, available many promos, and many payment options. This results in many students making planned and unplanned online purchases. This study was conducted to analyze Online Impulse Buying Behavior in terms of Flash Sale and Locus of Control on Shopee Consumer Unper Students. This study used a quantitative method with a survey approach. Data was collected using a questionnaire. The data collected in the form of primary data. Data analysis in this study used the classical assumption test, multiple regression analysis, correlation coefficient analysis, determination coefficient analysis using SPSS software. The results of this study indicate that Simultaneous Flash Sale and Locus of Control have a significant effect on Online Impulse Buying at Shopee, Partial Flash Sale has a significant effect on Online Impulse Buying at Shopee, Partial Locus of Control has no significant effect on Online Impulse Buying at Shopee.

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在线脉冲行为分析是学生在SHOPEE消费者消费之前的闪光销售和缺乏控制

网上商店的兴起通常会让人们很容易被诱惑去购物，因为它方便，比如节省时间和精力，有很多促销活动，还有很多支付方式。这导致许多学生在网上进行计划内和计划外的购物。摘要本研究旨在分析大学生在购物中心的网上冲动购买行为，包括限时抢购和控制源。本研究采用定量方法结合调查方法。通过问卷调查收集数据。以原始数据的形式收集的数据。本研究的数据分析采用SPSS软件进行经典假设检验、多元回归分析、相关系数分析、决定系数分析。本研究结果表明，同时限时抢购和控制点对Shopee网上冲动购买有显著影响，部分限时抢购对Shopee网上冲动购买有显著影响，部分控制点对Shopee网上冲动购买无显著影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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OIKOS Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi

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