Pengaruh Shopee Paylater, Promo Tanggal Kembar, dan Pembayaran Cash on Delivery terhadap Impulsive Buying (Studi Kasus Pengguna Shopee di Kota Bekasi)

Ulumudin, Muhamad (2025) Pengaruh Shopee Paylater, Promo Tanggal Kembar, dan Pembayaran Cash on Delivery terhadap Impulsive Buying (Studi Kasus Pengguna Shopee di Kota Bekasi). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of Shopee PayLater, twin date promotions, and Cash on Delivery (COD) payment methods on impulsive buying behavior among Shopee users in Bekasi City. The researcher employed both qualitative and quantitative approaches by distributing pruposive sampling questionnaires to 100 respondents who met the criteria: aged 18 years or older, active Shopee users, and had used all three features that serve as the independent variables in this study. The collected data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, correlation coefficient test, and the coefficient of determination (R²), with the assistance of SPSS version 25. The F-test results indicated that Shopee PayLater, twin date promotions, and COD simultaneously have a significant effect on impulsive buying behavior. However, the t-test results revealed that only the twin date promotion variable had a significant partial effect on impulsive purchases, while Shopee PayLater and COD did not show a significant impact. The adjusted R square value of 0.181 indicates that the three independent variables explain 18.1% of the variation in impulsive buying behavior, while the remaining 81.9% is influenced by other factors outside the model. These findings suggest that promotions offered during twin date events are more influential in triggering spontaneous purchasing decisions than the availability of instant credit or cash-on-delivery options. The results of this study are expected to provide valuable insights for e-commerce players, especially Shopee, in formulating more effective promotional strategies to boost transactions.

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