STIMULUS RESPONSE THEORY: THE CONSTRUCTION OF IMPULSE BUYING ON SHOPEE LIVE SELLING

Abstract

Scarcity messages have never been researched globally, while price discounts and free shipping taglines have different results from previous research or journals. This research aims to determine the effect of scarcity messages, price discounts, and free shipping taglines on impulse buying on Shopee live selling. The research method used in this research is quantitative with multiple linear regression as the data analysis method. The population of this research is all management study program students from the class of 2020 with the sample determination method being purposive sampling. The number of samples used was 155 students which was determined using the Slovin formula. The results of this research show that scarcity messages have a significant positive influence on impulse buying on Shopee live selling. Price discounts have an insignificant positive effect on impulse buying on Shopee live selling. And the free shipping tagline has an insignificant negative effect on impulse buying on Shopee live selling. Simultaneously, scarcity messages, price discounts and free shipping taglines have a significant influence on impulse buying on Shopee live selling.