EFFECT OF LONELINESS AND DISCOUNT PRICE ON IMPULSE BUYING IN TEENAGE GIRLS

Abstract

Impulsive buying is a psychoeconomic phenomenon that has hit many people's lives,
especially those living in urban areas. At the age of this teenager, individuals begin to prioritize social relations with others or separate themselves from others. When a close relationship with certain people is not achieved, then individuals tend to look for other escapees rather than having to solve the problem. One example is by shopping for an online shop. Another factor that affects impulsive buying is a discount on product prices or often called a discount. This study aims to determine the effect of loneliness and discount prices on impulse buying especially in adolescent girls. The Lemeshow formula is used for unknown populations, so the sample in this study was 98 people with the criteria of ever purchasing products through shopee. The analysis technique used is multiple linear regression analysis. The partial and simultaneous test results show that loneliness and discount have a positive and significant effect on impulse buying in adolescent girls. Based on the results of the study it was found that loneliness and discount gave a variation on impulse buying by 91%. The loneliness level in adolescent girls in Medan City is quite high which affects impulse buying compared to discount. This means that shopee consumer girls in Medan have social relationships that are not as expected and intimate emotional relationships that feel loneliness that affects the behavior of impulse buying.