PEMBELIAN IMPULSIF PADA MARKETPLACE: PENGARUH PERSONALITY, PRICE DISCOUNT DAN MEDIA SOSIAL
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Fanny Rizqi Cahya Putri
Yessy Artanti
Kemajuan teknologi informasi telah menjadi penyebab terjadinya inovasi-inovasi dalam perekonomian, terutama dalam melakukan jual beli produk dan jasa baik secara konvensional maupun online. Pembelian yang dilakukan secara online mengubah pembelian dari melakukan pembelian yang dilakukan secara langsung menjadi pembelian secara online. Aplikasi marketplace yang dirancang sebagai tempat untuk menjual dan membeli barang atau jasa secara online yang banyak mendorong konsumen untuk melakukan pembelian yang tidak direncanakan sebelumnya. Dalam penelitian ini menguji personality, price discount, dan media sosial terhadap pembelian impulsif. Penelitian ini berfokus pada konsumen Marketplace Shopee dengan rentang usia 18 tahun ke atas menggunakan sampel sebesar 170 dengan teknik nonprobability sampling. Angket disebar melalui media sosial. Teknik analisis data menggunakan metode regresi linear berganda. Pada hasil penelitian ini menunjukkan bahwa personality, price discount, dan media sosial memiliki pengaruh yang signifikan terhadap pembelian impulsif pada marketplace Shopee. Hal ini menunjukan bahwa personality, price discount dan media social dapat mempengaruhi pembelian impulsif pada marketplace
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