PENGARUH PRICE DISCOUNT TERHADAP IMPULSE BUYING BERBASIS GENDER PADA PENGGUNA MARKETPLACE SHOPEE (STUDI KASUS MAHASISWA UNIVERSITAS AMIKOM PURWOKERTO)

One of the impacts of internet development is the presence of the Shopee marketplace as a business model using applications, sellers and buyers only need to meet in cyberspace to make purchase transactions. This turns out to be able to increase consumers in making online purchases every year. The existence of a price discount (discount) can be one of the external factors causing consumers to make impulse purchases. In addition, the existence of gender as an internal factor can also influence impulse purchases. Therefore, this study aims to determine the significant influence of price discount on impulse buying and gender as a moderation variable able to strengthen the influence of price discount on impulse buying and want to know the influence of price discount and gender simultaneously on impulse buying using quantitative research methods by distributing questionnaires to Shopee user students at Amikom Purwokerto University. Then, based on the results of this study, it shows that price discount affects impulse buying behavior and gender does not moderate price discount on impulse buying behavior and price discount and gender simultaneously affect impulse buying behavior.