Salsabillah, Aurel (2023) PENGARUH PRICE DISCOUNT, KEMUDAHAN PEMBAYARAN DAN SELF CONTROL TERHADAP PERILAKU IMPULSE BUYING PADA PENGGUNA APLIKASI SHOPEEFOOD DI KOTA SURABAYA DENGAN PENDAPATAN SEBAGAI VARIABEL MODERASI”. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the effect of price discount, ease of payment, and self control on impulse buying behavior, as well as the role of income variable in moderating the effect of price discount, ease of payment, and self control on impulse buying behavior among users of the ShopeeFood application. The population in this study are users of the ShopeeFood application who live in the city of Surabaya. A sample of 150 respondents was drawn using a purposive sampling technique. Data were analyzed using the Moderated Regression Analysis technique. The results of this research indicate that the price discount variable shows a positive coefficient of 1.894 and the t test analysis shows the results of t count > t table of 4.121 > 1.976 with a significance value of 0.000 which means it has a significant positive effect on impulse buying behavior, the Ease of Payment variable shows a negative coefficient of -1.716 in the t test analysis shows the results of tcount > ttable of -2.863 > 1.976 with a significance value of 0.005 and the self control variable shows a negative coefficient of -0.654 and the t test shows results of tcount > ttable of -2.123 > 1.976 with a significance value of 0.035 which means that the two variables have a significant negative effect on Impulse Buying. The results of the analysis also show that the income variable moderates the influence of the price discount, ease of payment and self-control variables on impulse buying behavior among users of the Shopeefood application in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Aurel Salsabillah | ||||||||
| Date Deposited: | 09 Mar 2023 06:34 | ||||||||
| Last Modified: | 09 Mar 2023 06:34 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/12284 |
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