DETERMINASI FASHION INVOLVEMENT, CONTENT MARKETING, DAN SHOPPING LIFESTYLE MENDORONG IMPULSE BUYING PADA PENGGUNA SHOPEE: STUDI KASUS DI AIJOSTORE
DOI:
10.54443/sibatik.v4i12.3845Published:
2025-11-30Downloads
Abstract
Shopee is a common e-commerce platform in Indonesia. Shopee holds the highest position as the most visited e-commerce. The prevalence of e-commerce in Indonesia has continued to increase over the years, with the fashion sector being the most sought after category. Consumers make purchases directly, thus causing the dominance of these purchases. The research uses quantitative methodology with SPSS ver26. The research aims to determine the influence of fashion engagement, content marketing, and purchasing habits on the impulse to purchase fashion items on the Shopee platform. The sample size for this research consisted of 88 people. The findings of this research show the following: 1. The combination of fashion involvement, content marketing, and shopping lifestyle has a significant and positive impact on impulse purchase. 2. Fashion involvement itself has a positive but not significant effect on impulse buying. 3. Content marketing itself has a positive but not significant effect on impulse buying. The impact of shopping lifestyle on impulse buying is slightly favorable but not statistically significant.
Keywords:
Fashion Involvement, Content marketing, Shopping Lifestyle, Impulse BuyingReferences
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