PENGARUH SALES PROMOTION TERHADAP IMPULSE BUYING PADA SAAT EVENT MARKETING DI MARKETPLACE SHOPEE

ABSTRACT

This study aims to determine the effect of sales promotion on impulse buying during event marketing on the Shopee marketplace. The data used in this study are primary
data obtained from questionnaires. The population of this study are consumers who make unplanned purchases during event marketing at Shopee. The sampling technique used was purposive sampling method and the sample used was 85 respondents. The data analysis technique used is validity test, reliability test, classic assumption test which consists of normality test, multicollinearity test and
heteroscedasticity test, multiple linear analysis and hypothesis test which consists of t test and coefficient of determination. The results of this study indicate that sales
promotion through price discounts and sales promotion through cashback have a positive and significant effect on impulse buying, while sales promotion through free shipping does not have a significant effect on impulse buying

Keywords: Price Discounts ; Cashback ; Free shipping ; Impulse Buying ; Marketplace