PENGARUH DISKON HARGA, GRATIS ONGKIR DAN SHOPEE PAYLATER TERHADAP IMPULSE BUYING PRODUK FASHION DI E-COMMERCE SHOPEE

Apriyanti, Hellen (2025) PENGARUH DISKON HARGA, GRATIS ONGKIR DAN SHOPEE PAYLATER TERHADAP IMPULSE BUYING PRODUK FASHION DI E-COMMERCE SHOPEE. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine how the influence of Price Discounts, Free Shipping, and Shopee PayLater Payment Methods on Impulse Buying of fashion products on the Shopee e-commerce platform. The research method used is a quantitative method with an online questionnaire survey distributed to 100 respondents who have made impulsive fashion purchases on Shopee. Data analysis techniques used in this study are validity tests, reliability tests, classical assumption tests, multiple linear regression tests, coefficient of determination tests, partial t tests, and simultaneous F tests with the help of SPSS software version 30. The results of the study indicate that the variables of Price Discounts, Free Shipping, and Shopee Paylater have a significant positive effect and simultaneously the three variables influence Impulse Buying of Fashion products on Shopee e-commerce.

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