The Effect Of Shopping Lifestyle And Product Quality On Impulse Buying Fashion Hijab Squad Voal Paris Premium At Shopee

Abstract

The phenomenon of internet users is rapidly growing rapidly so that many changes are happening throughout the world among Indonesian people. The impact is enormous, so that fulfilling people's needs is easier and faster so that it becomes a potential market for e-commerce. Consumer behavior in Indonesia wants to shop with practical and easy transactions. Shopee is an E-Commerce Site that consumers can use as an option for shopping online. Monthly visitors to the E-Commerce Site in the third (third) quarter of 2021 Shopee is in second place after Tokopedia with the most number of visitors in Indonesia. This study aims to determine and analyze the magnitude of the influence of Shopping Lifestyle and Product Quality on Impulse Buying Fashion Hijab Quadrilateral Paris Premium Voal Polos at Shopee (Study on Management Students Batch 2018-2021 Buana Perjuangan University, Karawang). The method used is quantitative, and the type of research used is descriptive and verification, with a sample of 102 respondents. Primary data were obtained from respondents, the sampling technique used was Nonprobability Sampling and the sampling technique was Purposive Sampling, data collection used a questionnaire with a Likert scale, and the analytical technique used was Multiple Linear Regression Analysis with the help of Statistical Product Solutions Services. (SPSS) 26 for windows. The results of the study show that Shopping Lifestyle has a positive and significant effect on Impulse Buying as evidenced by the Sig value. 0.001<0.05. Product Quality has a positive and significant effect on Impulsive Buying, as evidenced by the Sig value. 0.004 <0.05 and Shopping Lifestyle and Product Quality simultaneously have a positive and significant effect on Impulse Buying as evidenced by the Sig value. 0.000 < 0.05.