Pengaruh sales promotion, Content Marketing, dan shopping lifestyle terhadap keputusan impulse buying pada e-commerce
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Abstract
Penelitian ini bertujuan untuk melihat pengaruh sales promotion, content marketing dan shopping lifestyle terhadap keputusan impulse buying. Populasi penelitian ini adalah mahasiswa IAIN Kerinci yang melakukan aktivitas belanja di platform e-commerce Shopee. Pengambilan sampel dilakukan pada mahasiswa dari berbagai fakultas di IAIN Kerinci, dengan menggunakan rumus Isaac dan Michael dengan margin of error 1%, sehingga diperoleh jumlah sampel sebanyak 182 mahasiswa. Sebaran sampelnya adalah FTIK 61 orang, FEBI 42 orang, Faksyar 40 orang, dan FUAD 39 orang. Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan Google Forms., dilengkapi dengan data sekunder yang diperoleh melalui tinjauan pustaka. Data yang terkumpul dianalisis dengan menggunakan perangkat lunak SPSS Versi 25. Hasil pengujian menunjukkan bahwa variabel sales promotion (X1) memberikan pengaruh positif yang signifikan secara statistik terhadap pembelian impulsif (Y), dibuktikan dengan signifikansi nilai t sebesar 0,000. Sebaliknya variabel content marketing (X2) tidak mempunyai pengaruh yang signifikan terhadap impulse buying (Y) yang ditunjukkan dengan signifikansi nilai t sebesar 0,390. Sedangkan variabel shopping lifestyle (X3) menunjukkan hubungan yang positif dan signifikan terhadap impulse buying (Y) didukung dengan signifikansi nilai t sebesar 0,015.
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