The Mediation of Buying interest to Shopping Lifestyle and Discount on Product Purchase Decision

Budiman Abdulah, Dewa Putu Yohanes Agata L. Sandopart, Denintha Dwi Hapsari

Abstract


This study aims to determine the effect of shopping lifestyle on buying interest, discounts on buying interest, buying interest in purchasing decisions, shopping lifestyle on purchasing decisions through buying interest and discounts on purchasing decisions through product buying interest in the Shopee Indonesia marketplace. This study uses a quantitative approach, with an unknown population and a sample of 200 respondents. The sampling technique uses a statistical calculation method, namely using the Hair et al formula. While the type of sample used is purposive sampling, the analysis method uses Structural Equation Modeling (SEM) SmartPLS software version 3.0. The results showed that shopping lifetsyle had a positive and significant effect on purchase intention, discount had a positive and significant effect on purchase intention, purchase intention had a positive and significant effect on purchasing decisions, shopping lifestyle had a positive and significant effect on purchasing decisions through purchase intention, discount had a positive and significant effect on purchasing decisions through purchase intention. The practical implications of this research are expected to help shopee companies to maintain sales promotions by providing discounts to their consumers, because shopping lifestyle and discounts have a significant influence on buying interest and purchasing decisions.

Full Text:

PDF

References


Agustianti, AP (2019). The Influence of Discounts and Impulse Buying on Buying Decisions on Online Shop Shopee (Case Study on Students of the Faculty of Business Economics, Muhammadiyah University, North Sumatra).

Aulia, MZ (2021). The Influence of E-Service Quality and Discounts on Interest in Buying Fashion Products at Shopee in an Islamic Economic Perspective on Shopee Application Users in the Cities of Serang and Cilegon. UIN SMH BANTEN.

Ayuning, SS, Nurprapti, N., & Witantra, AP (2019). Sales promotion effect.

Baskara, IB (2015). Effect of discount on unplanned purchases (Impulse Buying) (study on visitors to Matahari Department Store Johar Plaza Jember). Business Management, 5(2).

Dirgantara N, M. (2019). The Effect of Price Discounts on Purchase Decisions on Matahari Department Store Mall Panakukang consumers with Purchase Intention as an Intervening Variable in Makassar City. Alauddin State Islamic University Makassar.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariat Data Analysis (7th Editio ed.). Harlow: Pearson Education Limited.

Huda, S. (2021). The effect of shopping lifestyle and discount on impulsive buying at the lazada marketplace. Malang Muhammadiyah University.

Karim, K., Lova, AN, Culture, I., Yanita, P., & Ahmad, M. (2019). Shopping Life Style and Fashion Involvement on Buying Interest of Fashion Product with Motivation as Intervening Variable in the High Income Community of Siulak Mukai. Journal of Economics and Business, 2(1), 10–17. https://doi.org/10.31014/aior.1992.02.01.62

Khotimah, H., Khafid, M., & Pujiati, A. (2016). Consumer Attitudes And Student Lifestyle In Purchasing Decisions Of Fashion Products Through Purchase Intention. Journal of Economic Education, 5(2), 110–121.

Manongko, AC, & Kambey, JP (2018). The influence of green marketing on the decision to purchase organic products with the interest of buying as an intervening variable at Manado City, Indonesia. International Journal of Scientific Research and Management, 6(5), 403–411. https://doi.org/https://doi.org/10.18535/ijsrm%2Fv6i5.em06.

Muhfyani, Ez (2021). The Influence of television advertising, celebrity endorse and discount promotion on consumers interest to buy in e-commerce shopee (Study on Adolescents in Kayumanis Village, East Jakarta). Indonesian College of Economics, Jakarta.

Nasir, M. (2017). The effect of e-service quality and discounts on intention to buy on online sites at zalora website.co en in surabaya. Journal of Commerce Education (JPTN), 5(1).

Noviatun, RT, & Khasanah, I. (2017). Analysis of the influence of perceived use, ease of use , and consumer trust on furchase decision with purcahase interest as an intervening variabel (Study on Zalora.co.id Online Buying and Selling Site). Faculty of Economics and Business.

Pasaribu, LN, & Purba, K. (2020). The influence of trust on the online purchase decisions with buying interest on the social networking site Instagram: a case study of online shop users on Instagram. Research, Society and Development, 9(10), e8669109119–e8669109119. https://doi.org/https://doi.org/10.33448/rsd-v9i10.9119

Pasharibu, Y., Soerjanto, JA, & Jie, F. (2020). Intention to buy, interactive marketing, and online purchase decisions. Journal of Economics and Business, 23(2), 339–356. https://doi.org/https://doi.org/10.24914/jeb.v23i2.3398.

Pratama, AP, & Yoedtadi, MG (2021). Effect of Shopee's 9.9 Super Shopping Day Discount on Buying Interests of Shopee Application Users. Prologia, 5(1), 204–209. https://doi.org/http://dx.doi.org/10.24912/pr.v5i1.10127.

Putra, EW (2014). The Effect of Discounts on Purchase Intentions and Their Impact on Purchasing Decisions (Survey of Consumers Buying Discounted Products at Matahari Department Store Pasar Besar Malang). Brawijaya University.

Putri, C., Putri, B., & Sudrajat, R. (2017). The Effect of Price Discounts on Purchase Intention (study on Discounts on Television Advertisements Bukalapak.com Version of National Online Shopping Day 2015 Against Teenagers' Buying Interests in the City of Bandung). EProceedings of Management, 4(1).

Putri, GP, & Welsa, H. (2021). The influence of security and convenience on purchase decisions with itention to buy as an intervening variable on purcahse at shopee: (Case study on students in Yogyakarta who use Shopee). Journal of Management, Economics, Finance and Accounting, 2(1), 28–32.

Rahma, Jdwi (2022). The influence of shopping lifestyle, initial trust and e-servicescape on itention to buy (Case study of Shopee customers in Kelurahan Air Jamban, Kota Duri). Sultan syarif kasim riau state islamic university.

Rahmawati, R. (2018). The effect of price and purchase intention on purchase decisions of Shopee consumers. Journal of Management Science Research, 2(4), 143–150.

Ridwan, M., Militina, T., & Achmad, GN (2020). How Trust and Quality of Information Affect Buying Interest and Purchasing Decisions? (Study on Shopee Customers in Samarinda). International Journal of Economics, Business and Accounting Research (IJEBAR), 4(01).

Rosdiana, E., Suharno, H., & Kulsum, U. (2020). The Effect of Price, Product Diversity, and Purchase Interest on Purchase Decisions at the Shopee Online Store. Business Economics, 24(2), 13–23. https://doi.org/10.33592/jeb.v24i2.520.

Rozikin, SF (2021). The Imfluence of malang gacoan noodle discounts on online purchase dicision through consumer itention to buy grab application as an intervening variable. Malang Muhammadiyah University.

Setiawan, A., & Putri, YS (2020). The effect of discounts, electronic word of mounth (ewom), and price towards interest in buying in e-commerce. Journal of Islamic Economic Scholar, 1(1).

Seto, MB (2019). The Effect of Price Discounts on Purchase Intentions and Their Impact on Purchase Decisions (Survey of Shopee Mobile Application Users in Surabaya City). Brawijaya University.

Sitepu, VG (2019). The Effect of Shopping Lifestyle and Consumption Status on Interest in Buying an Iphone (Study on Students at the University of North Sumatra).

Sriyanto, A., & Kuncoro, AW (2019). The influence of brand ambassadors, purchase intention, and testimonials on purchasing decisions (studies on online shopping sites, Shop Shopee Indonesia at Budi Luhur University, February–April 2018). Journal of Economics and Management, 8(1), 21–34.

Wagini, W., Irwanto, T., Nasution, S., & Hidayah, NR (2021). Lifestyle, Discount Prices and Brand Image on the Shopee Marketplace towards Consumer Purchase Interest. https://doi.org/https://eudl.eu/doi/10.4108/eai.3-10-2020.2306605.




DOI: https://doi.org/10.31294/widyacipta.v8i2.22599

Copyright (c) 2024 Budiman Abdulah, Dewa Putu Yohanes Agata L. Sandopart, Denintha Dwi Hapsari

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Index by:

 
 Published LPPM Universitas Bina Sarana Informatika with supported by Relawan Jurnal Indonesia

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Jakarta Pusat, DKI Jakarta 10450, Indonesia
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License