Rapi Panji Wibowo Nomer Induk Mahasiswa 20210510167. Judul Skripsi “Pengaruh Iklan, Potongan Harga Dan Gaya Hidup Terhadap Pembelian Impulsif”. Program Studi Manajemen Fakultas Ekonomi dan Bisnis Dibimbing oleh Dr. Dede Djuniardi, SE., M.M. dan Januar Habibi Mahsyar, SE., M.M.
Penelitian ini bertujuan untuk menganalisis pengaruh iklan, potongan harga, dan gaya hidup terhadap pembelian impulsif pada Generasi Z pengguna aplikasi Shopee di Kecamatan Salem. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada 130 responden yang dipilih secara insidental. Teknik analisis data yang digunakan adalah regresi linear berganda. Hasil penelitian menunjukkan bahwa iklan, potongan harga, dan gaya hidup secara simultan maupun parsial berpengaruh positif dan signifikan terhadap pembelian impulsif. Temuan ini memberikan implikasi bahwa strategi pemasaran seperti iklan menarik, potongan harga yang sesuai, serta pemahaman terhadap gaya hidup konsumen dapat meningkatkan kecenderungan pembelian impulsif secara efektif.
Kata Kunci: Iklan, Potongan Harga, Gaya Hidup, Pembelian Impulsif

Rapi Panji Wibowo Student Identification Number : 20210510167 Thesis Title: “The Influence of Advertisement, Discounts, and Lifestyle on Impulsive Buying” Study Progam: Management Study Progam, Faculty of Economics and Business Supervised by: Dr. Dede Djuniardi, S.E., M.M. and Januar Habibi Mahsyar, S.E., M.M.
This study aims to analyze the influence of advertisement, discounts, and lifestyle on impulsive buying among Generation Z users of the Shopee application in the Salem District. A quantitative research method with a survey approach was employed. Data were collected using questionnaires distributed to 130 respondents selected through incidental sampling. The data analysis technique used was multiple linear regression. The results showed that advertisement, discounts, and lifestyle both simultaneously and partially have a positive and significant effect on impulsive buying. These findings suggest that marketing strategies such as engaging advertisements, attractive discounts, and understanding consumer lifestyles can effectively increase the tendency for impulsive purchases.
Keywords: Advertising, Discounts, Lifestyle and Impulse Buying