Keterlibatan Fashion dan Diskon Harga dalam Pembelian Impulsif Konsumen Shopee di Kalangan Mahasiswa Perguruan Tinggi

Monesta Cici Ijan, Ricky Kristiawan, Indri Hastuti Listyawati, Mukti Murtini, Maria Agnes

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Penelitian ini bertujuan menganalisis pengaruh keterlibatan fashion dan diskon harga terhadap pembelian impulsif konsumen Shopee di kalangan mahasiswa perguruan tinggi. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif dan kausal. Sampel berjumlah 60 mahasiswa yang pernah membeli produk fashion melalui Shopee minimal satu kali dalam empat bulan terakhir dan ditentukan dengan purposive sampling. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan uji validitas, reliabilitas, uji asumsi klasik, regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa diskon harga berpengaruh positif tetapi tidak signifikan terhadap pembelian impulsif, sedangkan keterlibatan fashion berpengaruh positif dan signifikan. Secara simultan, kedua variabel berpengaruh signifikan terhadap pembelian impulsif. Temuan ini menegaskan bahwa pembelian impulsif produk fashion di Shopee lebih kuat dijelaskan oleh relevansi fashion dengan identitas, gaya hidup, dan ketertarikan konsumen daripada oleh potongan harga semata.

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Referensi


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DOI: https://doi.org/10.37531/mirai.v11i2.12610

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