Price Discount, Paylater, Shopping Lifestyle and Impulse Buying Shopee Users
Abstract views: 35
,
PDF downloads: 23
Abstract
This study aims to analyze the influence of a price reduction, paylater, shopping habits and impulsive purchases in Shopee users in Jakarta. The quantitative approach was used by a survey method through an online questionnaire involving 100 respondents chose utilizing purposive methods for sampling. The information was SEM-PLS, or structural equation modeling-partial least squares, was used for the analysis to see how the influence of a price reduction, paylater, and lifestyle of shopping variables on impulsive purchases. The study's findings show that price discounts in the form of consumer perception of the amount of discounts, the period of discounts, and the frequency of use of discounts affect impulse buying. Paylater is in the form of ease of access to services, and benefits. It also affects impulse buying. In addition, shopping frequency, interest in shopping trends, and the tendency to shop without planning which are indicators of shopping lifestyle also have an impact on impulse buying. These findings indicate that Shopee's marketing strategy that combines discounts, credit systems, and lifestyle-based promotions plays a big role in encouraging consumptive behavior. Therefore, financial education for consumers and more responsible e-commerce policies are needed to control the risk of impulse shopping.
Downloads
References
Abel, O. L. (2020). Sales promotion: a comparative between price-volume discount and its impact on online impulse buying behavior. DI(January). https://esource.dbs.ie/handle/10788/4173
Ashby, R. (2024). The Influence of the buy-now-pay-later payment mode on consumer choice. Journal of Retailing, 101(1), 103–119. https://doi.org/10.1016/j.jretai.2025.01.003
Cakanlar, A., & Nguyen, T. (2019). The influence of culture on impulse buying. Journal of Consumer Marketing, 36(1), 12–23. https://doi.org/10.1108/JCM-03-2017-2139
Hasim, M. A., Ishak, M. F., & Hassim, A. A. (2019). The relationship between online shopping environments, sales promotions, website quality, and impulsive buying behaviour: A structural equation modelling approach. International Journal of Innovation, Creativity and Change, 6(9), 215–230. https://www.ijicc.net/images/Vol6Iss9/6914_Hasim_2019_E_R.pdf
Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers' impulse buying behavior in online marketplace. International Journal of Scientific and Technology Research, 9(3), 1569–1577. https://www.ijstr.org/final-print/mar2020/The-Effects-Of-Mobile-Marketing-Discount-And-Lifestyle-On-Consumers-Impulse-Buying-Behavior-In-Online-Marketplace.pdf
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kutbi, A., Alsilimani, A., & Khan, R. M. (2024). The Effect of Buy Now, Pay Later Fintech on Traditional Financial Services and Consumer Behavior in Saudi Arabia. Financial and Credit Activity: Problems of Theory and Practice, 2(55), 281–297. https://doi.org/10.55643/fcaptp.2.55.2024.4323
Monika Kukar-Kinney, P., Angeline Close Scheinbaum, P., & Tobias Schaeffers, P. (2016). Compulsive Buying in Online Daily Deal Settings: An Investigation of Motivations and Contextual Elements. Journal of Business Research (2016) 69 (2), 691-699, 69(2), 30. https://doi.org/10.1016/j.jbusres.2015.08.021
Most 5 Popular E-Commerce Platforms in Indonesia 2024: Who Dominates?. https://edot.id/articles/5-e-commerce-dengan-pengunjung-terbanyak-di-indonesia-pada-awal-2024-siapa-juaranya
Paylater: Definition, Benefits, How to Use and Use it. (February https://www.dbs.id/digibank/id/id/articles/paylater-pengertian-manfaat-cara-pakai-dan-menggunakannya,01, 2024)
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (13th ed.). Pearson
Zhang, Z., Zhang, N., & Wang, J. (2022). The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce. Sustainability (Switzerland), 14(4). https://doi.org/10.3390/su14042122
Copyright (c) 2025 Budi Suryowati, Dini Mutia Alifah
This work is licensed under a Creative Commons Attribution 4.0 International License.
