PENGARUH GAYA HIDUP BERBELANJA TERHADAP PERILAKU PEMBELIAN IMPULSIF PENGGUNA E-COMMERCE SHOPEE

In the digital era that is increasingly developing rapidly, consumer behavior has experienced major changes, especially in the context of e-commerce. Platforms like Shopee enable consumers, especially students, to make purchases more easily and quickly, resulting in the phenomenon of impulse buying, often influenced by shopping lifestyles. This research, which is quantitative in nature, aims to examine the influence of the shopping lifestyle on impulse buying behavior among Wahid Hasyim University students who are Shopee users. The research population was Wahid Hasyim University students who used Shopee, with a sample of 99 respondents determined using the Slovin formula. Then data was collected using a questionnaire with a 1-5 Likert scale and analyzed through simple linear regression with the help of SPSS version 22. The results of the study revealed that the shopping lifestyle has a positive and significant influence on impulsive buying behavior. These findings indicate that the higher the shopping lifestyle of students, the more likely they are to make impulse purchases on the Shopee platform.