Pengaruh Promosi Dan Kemudahan Akses Terhadap Pembelian Impulsif Pengguna Aplikasi Shopee Mahasiswa Iai Al-Khairat Pamekasan

Abstrak

This study aims to analyze the influence of promotions and ease of access on impulsive buying among Shopee application users among students of IAI Al-Khairat Pamekasan. This study uses a quantitative approach with a survey method, where data is collected through a questionnaire distributed to active students who use the Shopee application. The independent variables in this study are promotions and ease of access, while the dependent variable is impulsive buying. The results show that promotions and ease of access have a significant effect both simultaneously and partially on the impulsive buying behavior of students using the Shopee application. Based on the data analysis using multiple linear regression techniques to determine the extent of the influence of these two independent variables on impulsive buying behavior. The results of this study indicate that the calculated t value for promotion is 6.740 > t table 1.665 and the sig value is 0.001 < 0.05, while the calculated t value for ease of access is 5.127 > t table 1.665 and the sig value is 0.001 < 0.05, so the promotion and ease of access variables affect consumer purchasing decisions on the Shopee marketplace at Al-Khairat campus. This study recommends that Shopee continue to improve promotional strategies and enhance application accessibility to maintain and increase user loyalty, especially among students.