Drivers of Online Impulse Buying: The Influence of Hedonic Lifestyle and Flash Sale

Naurah Mutiara Darussalam; Ade Tiara Yulinda; Mimi Kurnia Nengsih; Meiffa Herfianti

Authors

Naurah Mutiara Darussalam Universitas Muhammadiyah Bengkulu
Ade Tiara Yulinda Universitas Muhammadiyah Bengkulu
Mimi Kurnia Nengsih Universitas Muhammadiyah Bengkulu
Meiffa Herfianti Universitas Muhammadiyah Bengkulu

Keywords:

Hedonic Lifestyle, Flash Sale, Impulse Buying, E-commerce, Shopee Users

Abstract

This study aims to examine the influence of hedonic lifestyle and flash sales on impulse buying among Shopee users in Bengkulu City. This research employs a quantitative method with a descriptive approach. The population of this study consists of all active users of the Shopee application in Bengkulu City. The sample was determined using a simple random sampling technique. The sample size was calculated using the Lemeshow formula, resulting in 100 respondents. Data were collected through interviews and questionnaires using a Likert scale as the measurement instrument. The data analysis techniques included descriptive analysis and inferential analysis, consisting of instrument testing, classical assumption testing, multiple linear regression analysis, and coefficient of determination (R²) analysis. results indicate that the t-test shows the hedonic lifestyle variable has a positive and significant effect on impulse buying, as indicated by t-value (2.700) > t-table (1.661) with a significance level of 0.008 < 0.05. Similarly, flash sale has a positive and significant effect on impulse buying, as indicated by t-value (3.039) > t-table (1.661) with a significance level of 0.003 < 0.05. Furthermore, the F-test demonstrates that hedonic lifestyle and flash sale simultaneously have a significant effect on impulse buying among Shopee users in Bengkulu City, as indicated by F-value 15.744 > F-table 3.09 and a significance value of 0.001 < 0.05.

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