Luki Rachdatul Asfiyah, 7101417012 (2021) PENGARUH PROMOSI PENJUALAN, LITERASI EKONOMI, DAN KONTROL DIRI TERHADAP PERILAKU PEMBELIAN IMPULSIF ONLINE. Under Graduates thesis, UNIVERSITAS NEGERI SEMARANG.

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Abstract

Online impulse buying behavior is unplanned buying behavior when accessing online shopping or marketplaces. This behavior often occurs among students who are familiar with the internet in their daily lives, and often access online shopping applications. Unplanned buying behavior usually occurs because there is no planning and shopping list, consumers see the promotions offered so that the desire to buy these items cannot be controlled. This study aims to examine whether there is an influence between sales promotion, economic literacy, and self�control on online impulse buying behavior. This research approach uses a quantitative approach. The population in this study were students of the Faculty of Economics, State University of Semarang, class of 2017 with a total of 856 students. The sampling technique used is simple random sampling, the sample used is 273 students with the Slovin formula. Data collection techniques using a questionnaire. The data analysis technique used is descriptive analysis and multiple linear regression with the IBM SPSS Statistic 22 program analysis tool. The results of this study indicate that sales promotion, economic literacy, and self-control partially and significantly influence online impulse buying behavior. Sales promotion, economic literacy, and self-control simultaneously or together have an effect on online impulse buying behavior by 58.5%. The conclusion in this study is that there is a partial and simultaneous influence between sales promotion, economic literacy, and self-control on online impulse buying behavior. Suggestions for this research are that students are expected to be able to plan shopping well, prioritize needs from wants, be able to control themselves when there is a massive promotion, and for further research it is expected to add other variables outside of this research and can expand the scope of research.

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