Khaula, Riska Nur (2025) Pengaruh Affiliate Marketing, Live Shopping, dan Price Discount terhadap Impulse Buying Produk Hanasui di E-Commerce Shopee (Studi pada Generasi Z di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of digital technology has facilitated human activities in buying and selling transactions, leading to significant changes in consumer behavior, particularly in online shopping. Generation Z, as active users of e-commerce, demonstrates a high tendency for impulse buying, especially in the purchase of skincare products. The aim of this study is to analyze whether affiliate marketing, live shopping, and price discounts have an influence on impulse buying of Hanasui products on Shopee. The method used is quantitative with a causal associative research design. The population in this study consists of followers of the Hanasui Official Shop on Shopee, with a total of 96 respondents. The sampling technique used is non-probability sampling, specifically purposive sampling. Based on the research findings, it is concluded that affiliate marketing, live shopping, and price discounts simultaneously have a significant effect on impulse buying behavior. Partially, affiliate marketing and live shopping are proven to have a significantly positive influence on impulse buying, while the price discount variable is found to have no effect. These findings demonstrate that the right digital marketing strategies can enhance consumers impulse buying. Keywords : Impulse buying; Affiliate marketing; Live shopping; Price discount
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Riska Nur Khaula | ||||||||
| Date Deposited: | 10 Jul 2025 04:17 | ||||||||
| Last Modified: | 10 Jul 2025 04:17 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39302 |
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