PENGARUH PENGGUNAAN PAYLATER, GAYA HIDUP HEDONIS, DAN PROMOSI PENJUALAN TERHADAP IMPULSIVE BUYING BEHAVIOR PADA MAHASISWA PENGGUNA APLIKASI SHOPEE DI KOTA BANDUNG
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This study aims to analyze the influence of Paylater usage, hedonistic lifestyle, and sales promotions on impulsive buying behavior among university students using the Shopee application in Bandung City. The background of this research is based on the phenomenon of increasing e-commerce transactions in Indonesia, particularly among students, driven by easy access to digital technology, payment services like Paylater, and aggressive promotions. Impulsive buying behavior is a concern as it may lead to financial problems, especially for students without a steady income. A quantitative method with descriptive and causal approaches was employed. Data were collected through online questionnaires distributed to 386 Shopee users among university students in Bandung. The analysis techniques used include descriptive analysis, classical assumption test, multiple linear regression analysis, hypothesis testing, and coefficient of determination with the help of SPSS software version 30. The results indicate that all three independent variables Paylater usage, hedonistic lifestyle, and sales promotions have a positive and significant effect, both partially and simultaneously, on impulsive buying behavior. Paylater usage has the strongest influence, followed by sales promotions and hedonistic lifestyle. The coefficient of determination (R²) of 0.652 shows that 65.2% of the variation in impulsive buying behavior can be explained by these three variables. The contribution of this research lies in an in-depth understanding of the factors that drive impulse buying among college students, as well as the implications for more responsible personal financial management and marketing strategies. Suggestions include Shopee should maximize paylater, associate products with a hedonic lifestyle, and design promotions that are fast and personalized, so that Shopee can maintain the trend of impulsive buying among college students. It is also important to balance the strategy with financial education so as not to cause long-term negative impacts. Future research can expand the variables by including self-control or income factors, as wall as using a qualitative approach to explore the psychological motivations behind impulse buying.
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