Pengaruh Self Esteem dan Price Discount terhadap Impulsive Buying pada Pengguna Onlineshop Shopee di Kota Surakarta

Wibowo, Angga Tri and , Prof. Dr. Sabar Narimo, M.M., M.Pd. (2025) Pengaruh Self Esteem dan Price Discount terhadap Impulsive Buying pada Pengguna Onlineshop Shopee di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aims to 1) determine the influence of self-esteem on impulsive buying, 2) determine the influence of price discounts on impulsive buying, and 3) determine the influence of self-esteem and price discounts on impulsive buying. This research is quantitative research with a comparative causal approach. The number of samples in this research was 105 residents of Surakarta City. Data collection method using questionnaire method. Test the research instrument using validity and reliability tests. Data analysis techniques are the classical assumption test, multiple linear regression analysis, F test (simultaneous test), t test (partial), and coefficient of determination test. The results of the analysis show that 1) the self-esteem variable has a positive and significant effect on impulsive buying, 2) the price discount variable has a positive and significant effect on impulsive buying. and 3) the self-esteem and price discount variables simultaneously have a positive and significant effect on impulsive buying. The self-esteem and price discount variables have an influence contribution of 36.6% on impulsive buying. Therefore, if there is an influence of self-esteem and price discounts on impulsive purchases, then high self-esteem and high discount price offers will influence a person's decision to make impulse purchases in online shops. As for suggestions for online shop users, it is hoped that they can be wiser in controlling their self-esteem and the discount offers provided by online shops so that uncontrolled impulsive purchases do not occur.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Self Esteem, Price Discount, Impulsive Buying
Subjects:	E Education > Education (General) E Education > Special aspects of education > Economic Education
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > S1 Pendidikan Akuntansi
Depositing User:	ANGGA TRI WIBOWO
Date Deposited:	01 Feb 2025 04:41
Last Modified:	01 Feb 2025 04:41
URI:	http://eprints.ums.ac.id/id/eprint/130422

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