The Effect Of Price Discounts, Free Shipping, Live Streaming On The Impulsive Buying Of Shopee E-Commerce Users

This research aims to determine the effect of price discounts, free shipping,
live streaming on the impulsive buying of Shopee e-commerce users. The influence
you want to know is the direct influence. This type of research is a quantitative type
that explains the relationship between independent variables and dependent
variables through numerical data and statistical analysis. This research used a
sample of 95 respondents. Meanwhile, sampling used random sampling techniques.
The test tool used in this research is statistical analysis of multiple linear regression
tests using SPPS Version.21 to measure the influence of the independent variable
on the dependent variable. Meanwhile, the results of this research show that partial
price discounts have a significant effect on impulsive buying. Meanwhile, the free
shipping and live streaming variables partially do not have a significant effect on
impulsive buying. However, simultaneously price discounts, free shipping, live
streaming have a significant influence on impulsive buying. This research has the
implication that price discounts are an effective strategy to encourage impulse
buying on the Shopee platform. Even though free shipping and live streaming do
not have a direct effect, all three together can increase impulse buying.
Keywords: price discounts, free shipping, live streaming, impulsive buying.