Pengaruh Kualitas Produk, Promosi Penjualan dan Pengalaman Pengguna terhadap Impulse Buying pada Platform E-Commerce Shopee (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Malikussleh)
Kata Kunci:
E-commerce, Impulse buying, Product Quality, User Experience, Sales Promotion, Shopee.Abstrak
The development of e-commerce has changed people's shopping patterns, including among students. This study aims to analyze the influence of product quality, sales promotion, and user experience on impulse buying on the Shopee platform within the Faculty of Economics and Business, Malikussaleh University. Using a quantitative approach, data was collected through a questionnaire distributed to 98 respondents, selected through the cluster random sampling technique. Multiple linear regression analysis was used to process the data. The results revealed that user experience had a significant influence on impulse buying (sig. 0.014 < 0.05), while product quality (sig. 0.320 > 0.05) and sales promotion (sig. 0.672 > 0.05) did not show a significant influence. These findings indicate that in the context of e-commerce, especially Shopee, user experience plays a crucial role in encouraging impulse purchases among students. The implications of this study emphasize the importance of optimizing user interface and user experience for e-commerce platforms. Shopee is advised to improve aspects of the user experience, while maintaining product quality standards and evaluating the effectiveness of promotional strategies.
Unduhan
Referensi
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