The Effect Of Lifestyle And Sales Promotion On Impulse Buying Hijab Diario

Abstract

This research was conducted on Tokopedia consumers among Management Study Program Students at the Faculty of Economics and Business Class of 2019-2022, University of Ibn Khaldun Bogor. The purpose of this study was to find out how the influence of Lifestyle and Sales Promotion on Impulsive Purchases of Hijab Diario at Tokopedia. This type of research is quantitative research. Sampling using  probability sampling with the Simple Random Sampling technique. The instrument used was a questionnaire distributed online to 90 sample
people based on the Slovin formula. The analysis technique used is multiple linear regression analysis by the SPSS 26 program. The results of this study indicate that there is a partial or simultaneous effect on lifestyle variables, sales promotions, and impulsive purchases on Hijab Diario in Tokopedia. With the results of the t-test H1 and H2 accepted because t-count > t-table (1.988), the f-test H3 is accepted because f-count is 62.415 > f table 3.10. The results of the analysis of the coefficient of determination obtained the Adjusted R2 value of 0.580, meaning that the variable of impulsive buying can be influenced lifestyle and sales promotion variables 58% and the remaining 42% is influenced by other factors outside of this study