The Influence of Sales Promotion, Shopping Lifestyle and Service Quality on Impulse Buying of Tokopedia Consumers in Manado City
Keywords:
sales promotion, shopping lifestyle, service quality, impulse buyingAbstract
This research aims to analyze the influence of sales promotion, shopping lifestyle and service quality on impulse buying among Tokopedia consumers in Manado City. This research is quantitative research. The sample used in this research was 110 respondents who were Tokopedia consumers in Manado City. The analysis used in this research is multiple regression analysis. The research results show that: (1) Sales promotion, shopping lifestyle and service quality together have a positive and significant effect on impulse buying among Tokopedia consumers in Manado City. (2) Sales promotion has a positive and significant effect on impulse buying among Tokopedia consumers in Manado City. (3) Shopping lifestyle has a positive and significant effect on impulse buying among Tokopedia consumers in Manado City. (4) Service quality has a positive and significant effect on impulse buying among Tokopedia consumers in Manado City.
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Copyright (c) 2024 Gloria Sepang, Silvya Mandey, Djurwati Soepeno
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