The Effect of Discounts and Free Shipping on Impulse Buying (Study on Shopee Users in Bandar Lampung)

Rezika Ramadani; Maulana Agung P; Winda Septiani

doi:10.63922/ijebir.v4i04.1999

Rezika Ramadani Lampung University
Maulana Agung P Lampung University
Winda Septiani Lampung University

DOI: https://doi.org/10.63922/ijebir.v4i04.1999

Keywords: Discounts, Free Shipping, Impulse Buying

Abstract

The rapid growth of digital technology has changed consumer behavior patterns, especially in the use of e-commerce platforms such as Shopee. This study aims to determine the effect of discounts and free shipping on impulse buying among Shopee users in Bandar Lampung. This research uses a quantitative method with purposive sampling involving 100 respondents. Data collection was carried out using a structured questionnaire measured with a Likert scale. The data analysis techniques used include descriptive analysis, validity and reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis testing (t-test and F-test), and the coefficient of determination (R²), all processed using SPSS version 27. The results show that both discount and free shipping variables have a significant positive effect on impulse buying behavior. Simultaneously, the two variables influence impulse buying with a contribution of 32.4%, while the remaining 67.6% is influenced by other variables not examined in this study. These findings provide insights for e-commerce marketing strategies..

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