Shopee Shopping Addiction: Investigating the Impact of Shopping Lifestyle on Impulse Buying Behavior Among College Students

Abstract

Abstracts This study aims to empirically examine and prove the influence of impulsive shopping lifestyle on students who shop on the Shopee marketplace. The research subjects are students from the Bandung State Polytechnic, Indonesia, with a sample size of 105 respondents. The method used is quantitative descriptive. The tests conducted include validity testing, reliability testing, correlation analysis, and regression analysis. Data collection was carried out through questionnaires distributed via Google Form. The research findings indicate that shopping lifestyle contributes 19.8% to students' impulsive buying behavior. Meanwhile, the remaining 80.2% of its influence is affected by other variables beyond the scope of this study. This implies that impulsive shopping lifestyle on the Shopee marketplace has a significant impact, although there are other factors influencing students' impulsive shopping behavior as well.