Pengaruh Promosi Penjualan, Gaya Hidup Berbelanja, dan Electronic Word of Mouth Terhadap Perilaku Pembelian Impulsif Pada Marketplace Shopee = The Influence of Sales Promotion, Shopping Lifestyle and Electronic Word of Mouth on Impulsive Buying Behavior at Shopee

This study aims to determine the influence of sales promotion, shopping lifestyle, and electronic word of mouth on impulse buying behavior at Shopee. The data in this study were obtained from questionnaires using purposive sampling technique. The number of samples used were 375 active students from the Faculty of Economics and Business, Faculty of Law, Faculty of Social and Political Sciences, and Faculty of Cultural Sciences of Hasanuddin University. The approach used in this study is quantitative associative approach with multiple linear regression analysis technique with the help of SPSS software. The result shows that (1) sales promotion has a positive and significant effect on impulsive buying behavior at Shopee, (2) shopping lifestyle has a positive and significant effect on impulsive buying behavior at Shopee, and (3) electronic word of mouth has a negative and negative effect on impulsive buying behavior at Shopee.

Keywords : Sales Promotion, Shopping Lifestyle, Electronic Word of Mouth, Impulsive Buying Behavior