Pengaruh Gaya Hidup Terhadap Perilaku Impulsive Buying Pada Konsumen Di Marketplace Online

Arya Putra Jayanata, Rizky Amelia Putri, Rina Masithoh

Abstract


This research aims to determine the influence of lifestyle on Impulsive buying behavior in Marketplace Consumers. Subject of This research is active students who use online marketplace applications.This research use simple linear regression, with sample size of 43 respondents. The method used is a quantitative descriptive research methodology with an explanatory survey method. Results research shows that Lifestyle (Lifestyle) has a positive impact on Impulse buying behavior among marketplace consumers around 1,47%. While the remaining amount is 98,53% was influenced by other factors not examined in this study. The luxury aspect is one of the main points on the influence of lifestyle, people will make unplanned purchases and are only tempted by luxury and lifestyle without thinking about their needs and what should come first.

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