Pengaruh Shopping Enjoyment dan Sales Promotion terhadap Impulsive Buying Marketplace Shopee pada Mahasiswa Universitas Riau

Meyzi Heriyanto ; Devi Juniarty ; Devi Juniarty
EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 📅 2025 Vol 18, No 1 🔗 DOI: 10.51903/e-bisnis.v18i1.2819
Abstract
The purpose of this study was to determine the effect of shopping enjoyment and sales promotion on impulsive buying of shopee marketplace on students of Riau University. The method used is a quantitative method with a data collection technique in the form of a questionnaire responded to by 384 respondents. The sampling technique uses a purposive sampling technique. This study uses analysis such as validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, t-test, F-test, and coefficient of determination (). Based on the analysis that has been done, the results show that shopping enjoyment and sales promotion have a positive and significant effect on impulsive buying of the Shopee marketplace for students at the University of Riau
Keywords
Shopping Enjoyment Sales Promotion Impulsive Buying; Shopping Enjoyment Sales Promotion Impulsive Buying
How to Cite

Meyzi Heriyanto, et al. (2025). Pengaruh Shopping Enjoyment dan Sales Promotion terhadap Impulsive Buying Marketplace Shopee pada Mahasiswa Universitas Riau. EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS, 18(1). https://doi.org/10.51903/e-bisnis.v18i1.2819

Meyzi Heriyanto; Devi Juniarty; Devi Juniarty, "Pengaruh Shopping Enjoyment dan Sales Promotion terhadap Impulsive Buying Marketplace Shopee pada Mahasiswa Universitas Riau," EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS, vol. 18, no. 1, 2025.

Meyzi Heriyanto; Devi Juniarty; Devi Juniarty. "Pengaruh Shopping Enjoyment dan Sales Promotion terhadap Impulsive Buying Marketplace Shopee pada Mahasiswa Universitas Riau." EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS, vol. 18, no. 1, 2025.

Meyzi Heriyanto; Devi Juniarty; Devi Juniarty. "Pengaruh Shopping Enjoyment dan Sales Promotion terhadap Impulsive Buying Marketplace Shopee pada Mahasiswa Universitas Riau." EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 18, no. 1 (2025).

Meyzi Heriyanto, et al. (2025) 'Pengaruh Shopping Enjoyment dan Sales Promotion terhadap Impulsive Buying Marketplace Shopee pada Mahasiswa Universitas Riau', EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS, 18(1). doi: 10.51903/e-bisnis.v18i1.2819.

Meyzi Heriyanto; Devi Juniarty; Devi Juniarty. Pengaruh Shopping Enjoyment dan Sales Promotion terhadap Impulsive Buying Marketplace Shopee pada Mahasiswa Universitas Riau. EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS. 2025;18(1).

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