PENGARUH KONTROL DIRI, KENIKMATAN BERBELANJA, DAN POTONGAN HARGA TERHADAP PEMBELIAN IMPULSIF PADA PENGGUNA E-COMMERCE SHOPEE

This study was conducted with the aim of providing empirical evidence regarding the influence of self-control, shopping enjoyment, and price discounts on impulse buying among Shopee e-commerce users in Sonobekel Village, Tanjunganom Subdistrict. The research employed a quantitative approach with purposive sampling technique. The sample size was determined using the Lemeshow formula, resulting in 96 respondents. Data were collected using a questionnaire and then analyzed using Statistical Product and Service Solutions (SPSS) through validity and reliability tests, classical assumption test (normality, multicollinearity, and heteroscedasticity), and hypothesis testing using multiple linear regression, including t-test, f-test, and coefficient of determination. The results indicated that self-control, shopping enjoyment, and price discounts had a significant effect both partially and simultaneously on impulse buying among Shopee users in Sonobekel Village.