Content Marketing, Discount, Shopping Lifestyle Terhadap Impulse Buying Produk Fashion di Shopee
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May 4, 2025
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Abstract
The Shopee mobile platform is new to Southeast Asia and offers a variety of products and the most commonly found are fashion products, Because of the many purchases made by consumers on online shopping websites, especially shopee users, consumers often do not realize that the products they buy are not the products they need. This phenomenon is often referred to as impulse buying. This study aims to analyze the effect of content marketing, discounts, and shopping lifestyle on impulse buying. The method used in this research is Purposive Sampling, with a total sample size of 96 samples. An online survey using a questionnaire (Google Form) was used as an instrument to collect data. The data analysis process was carried out using Structural Equation Modeling- Partial Least Square (SEM-PLS). The results obtained from the study can be concluded that content marketing and discounts have a significant effect on impulse buying, but there is one variable that does not have a significant effect, namely shopping lifestyle.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Salma, S. Z., & Huda, N. (2025). Content Marketing, Discount, Shopping Lifestyle Terhadap Impulse Buying Produk Fashion di Shopee. Jurnal E-Bis, 9(1), 319-331. https://doi.org/10.37339/e-bis.v9i1.2343
References
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Angela, V., & Paramita, E. L. (2020). “Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z.” Jurnal Ekobis: Ekonomi, Bisnis & Manajemen, 10, 248–262.
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Baihaqki, W. A., Hariasih, M., & Sari, D. K. (2024). “Digital Marketing, Online Customer Review, Dan Kualitas Produk Terhadap Keputusan Pembelian Mahasiswa Umsida Pada E-Commerce Shopee.” Jurnal E-Bis, 8(2), 780–793.
Baskara, I. B. (2023). “Pengaruh Potongan Harga (Discount) Terhadap Pembelian Tidak Terencana (Impulse Buying) (Studi Pada Pengunjung Matahari Department Store Johar Plaza Jember).”
Fadly Syahputra, M. (2023). “Analysis Hedonic Shopping Lifestyle And E-Impulse Buying For Shopee Platform Users.” In Jurnal Bisnis Dan Manajemen (Vol. 10).
Firdausi, H. A. T., Hariasih, M., & Sari, D. K. (2024). “Brand Image, Harga Dan Packaging Terhadap Keputusan Pembelian Air Minum Aqua.” Jurnal E-Bis, 8(2), 753–764.
Hair Jr, J. F., Hult, G. T. M., & Ringle, C. M. (2021). “Classroom Companion: Business Partial Least Squares Structural Equation Modeling (Pls-Sem) Using R Aaworkbook.”
Hasanah, F., & Sudarwanto, T. (2023). “Pengaruh Content Marketing Dan Electronic Word Of Mouth (E-Wom) Aplikasi Tiktok Terhadap Impulse Buying Produk Fashion Pada Generasi Z Di Kota Surabaya.” Jurnal Ilmiah Wahana Pendidikan, 9(21), 348–360.
Husna, S., & Ningsih, L. S. R. (2023). “Dampak Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Konsumen Clarissa Store Jombang.” Jurnal Riset Manajemen Dan Akuntansi, 3(2), 258–271.
Ittaqullah, N., Madjid, R., & Rommy Suleman, N. (2020). “The Effects Of Mobile Marketing, Discount, And Lifestyle On Consumers’ Impulse Buying Behavior In Online Marketplace.” International Journal Of Scientific & Technology Research, 9(03), 1569–1577.
Mas, H. A. I., Wahono, B., & Rahmawati. (2020). “Pengaruh Sales Promotion, Content Marketing Dan Shopping Lifestyle Terhadap Impulse Buying Pada Aplikasi Tiktok Shop (Studi Kasus Pada Mahasiswa Manajemen Feb Unisma Angkatan 2020).” E – Jurnal Riset Manajemen, 13(1).
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Ningrum, R. A., & Widanti, A. (2023). “Effect Of Shopping Lifestyle And Sales Promotion On Impulse Buying Moderated By Openness To Experience On Shopee.” International Journal Of Management And Digital Business, 2(1), 14–29.
Novita, S., Telaumbanua, S., & Puspitasari, A. (2022). “Pengaruh Shopping Lifestyle, Fashion Involvement Dan Hedonic Shopping Motivation Terhadap Perilaku Impulse Buying.” Jurnal Ilmiah Poli Bisnis, 14(1), 41–50.
Nurlinda, R., & Christina, D. (2020). “Peran Positive Emotion Sebagai Mediator Hedonic Shopping Dan Shopping Lifestyle Terhadap Impulse Buying Di Lazada Under A Creative Commons Attribution (Cc-By-Nc-Sa) 4.0 License.” Jurnal Riset Manajemen Dan Bisnis (Jrmb) Fakultas Ekonomi Uniat, 5(1).
Puspitasari, P., Tresnati, R., & Oktini, D. R. (2017). “Prosiding Manajemen Pengaruh Content Marketing Terhadap Minat Beli Konsumen (Survei Pada Konsumen Thirteenth Shoes Bandung) The Influence Of Content Marketing On Customer Interest (Survey On Thirteenth Shoes Customer Bandung).” Prosiding Manajemen, 116–121.
Rafli, M. (2024). “Masyarakat Indonesia Hobi Belanja Pakaian Online, Paling Sering Lewat Shopee. Goodstats. Masyarakat Indonesia Hobi Belanja Pakaian Online, Paling Sering Lewat Shopee”- Goodstats Data
Rahmawaty, I., Sa’adah, L., & Musyafaah, L. (2023). “Pengaruh Live Streaming Selling, Review Product, Dan Discount Terhadap Minat Beli Konsumen Pada E-Commerce Shopee.” Jurnal Riset Entrepreneurship, 6(2), 80.
Risma, S., & Sukmawati, C. (2023). “Pengaruh Price Discount Terhadap Impulse Buying Pada Aplikasi Shopee Indonesia (Studi Pada Pengguna Aplikasi Shopee Masyarakat Gampong Beurandang, Syamtalira Bayu, Aceh Utara).” Negotium: Jurnal Ilmu Administrasi Bisnis, 6(1), 14–39.
Risma, S., Sukmawati, C., & Si, M. (2023). “Pengaruh Price Discount Terhadap Impulse Buying Pada Aplikasi Shopee Indonesia (Studi Pada Pengguna Aplikasi Shopee Masyarakat Gampong Beurandang, Syamtalira Bayu, Aceh Utara).” Negotium: Jurnal Ilmu Administrasi Bisnis, 6(1), 14–39.
Sari, V. I., & Rafida, V. (2024). “Pengaruh Content Marketing, Electronic Word Of Mouth (E-Wom), Dan Price Discount Aplikasi Shopee Terhadap Impulse Buying Produk Fashion Jiniso Pada Generasi Z Di Kota Surabaya.” Jurnal Pendidikan Tata Niaga (Jptn), 12.
Sintia, & Megawati. (2023). “Pengaruh Tata Letak Toko Dan Warna Terhadap Impulse Buying Di Toko Jilbab Turki Palembang.” Mdp Student Conference (Msc).
Sitinjak, V., Mustapita, A. F., & Bastomi, M. (2025). “Pengaruh Content Marketing, Affiliate Marrketing, Live Streaming Terhadap Impulsive Buying Pada Pengguna Tiktok Shop-Tokopedia (Study Kasus Mahasiswa Universitas Islam Malang).” E – Jurnal Riset Manajemen, 14(01), 210–221.
Suci Wahyuni, R., Abrilia Setyawati, H., & Putra Bangsa, S. (2020). “Pengaruh Sales Promotion, Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap Impulse Buying Pada E-Commerce Shopee.” In Jurnal Ilmiah Mahasiswa Manajemen (Vol. 2, Issue 2).
Trisa, A., & Roosdhani, M. R. (2024). “Analisis Hubungan Antara Strategi Pemasaran Media Sosial, Citra Merek, Dan Minat Pembelian Di Industri Fashion Sweet Mango Jepara.” In Yume : Journal Of Management (Vol. 7, Issue 2).
Fauzi, L. U., Welsa, H., & Susanto. (2019). “Pengaruh Hedonic Shopping Value Dan Shopping Lifestyle Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening.” Jbti: Jurnal Bisnis: Teori Dan Implementasi, 10, 150–160.
Yuliarahma, A., & Nurtantiono, A. (2023). “Analisis Pengaruh Brand Image, Price Discount, Package Bonuses Dan Kualitas Produk Terhadap Impulse Buying Pada Produk Oriflame.” Juremi: Jurnal Riset Ekonomi, 2(4), 441–452.
Almas, S., Awaliyah, A., Sri, I., Rachmat, S. A., & Sidiq, A. F. (2023). “Pengaruh Diskon Dan Kualitas Produk Terhadap Impulse Buying Konsumen Pada E-Commerce Tokopedia.” Jurnal Manajemen Dan Bisnis, 6(1).
Angela, V., & Paramita, E. L. (2020). “Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z.” Jurnal Ekobis: Ekonomi, Bisnis & Manajemen, 10, 248–262.
Aryasa, F. M., & Roosdhani, M. R. (2024). “Pengaruh Price Discount, Content Marketing, Dan Live Streaming Terhadap Keputusan Pembelian Pada Tiktok @Ainafashion.Id.” In Komitmen: Jurnal Ilmiah Manajemen (Vol. 5, Issue 2).
Baihaqki, W. A., Hariasih, M., & Sari, D. K. (2024). “Digital Marketing, Online Customer Review, Dan Kualitas Produk Terhadap Keputusan Pembelian Mahasiswa Umsida Pada E-Commerce Shopee.” Jurnal E-Bis, 8(2), 780–793.
Baskara, I. B. (2023). “Pengaruh Potongan Harga (Discount) Terhadap Pembelian Tidak Terencana (Impulse Buying) (Studi Pada Pengunjung Matahari Department Store Johar Plaza Jember).”
Fadly Syahputra, M. (2023). “Analysis Hedonic Shopping Lifestyle And E-Impulse Buying For Shopee Platform Users.” In Jurnal Bisnis Dan Manajemen (Vol. 10).
Firdausi, H. A. T., Hariasih, M., & Sari, D. K. (2024). “Brand Image, Harga Dan Packaging Terhadap Keputusan Pembelian Air Minum Aqua.” Jurnal E-Bis, 8(2), 753–764.
Hair Jr, J. F., Hult, G. T. M., & Ringle, C. M. (2021). “Classroom Companion: Business Partial Least Squares Structural Equation Modeling (Pls-Sem) Using R Aaworkbook.”
Hasanah, F., & Sudarwanto, T. (2023). “Pengaruh Content Marketing Dan Electronic Word Of Mouth (E-Wom) Aplikasi Tiktok Terhadap Impulse Buying Produk Fashion Pada Generasi Z Di Kota Surabaya.” Jurnal Ilmiah Wahana Pendidikan, 9(21), 348–360.
Husna, S., & Ningsih, L. S. R. (2023). “Dampak Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Konsumen Clarissa Store Jombang.” Jurnal Riset Manajemen Dan Akuntansi, 3(2), 258–271.
Ittaqullah, N., Madjid, R., & Rommy Suleman, N. (2020). “The Effects Of Mobile Marketing, Discount, And Lifestyle On Consumers’ Impulse Buying Behavior In Online Marketplace.” International Journal Of Scientific & Technology Research, 9(03), 1569–1577.
Mas, H. A. I., Wahono, B., & Rahmawati. (2020). “Pengaruh Sales Promotion, Content Marketing Dan Shopping Lifestyle Terhadap Impulse Buying Pada Aplikasi Tiktok Shop (Studi Kasus Pada Mahasiswa Manajemen Feb Unisma Angkatan 2020).” E – Jurnal Riset Manajemen, 13(1).
Mas, H. A. I., Wahono, B., & Rahmawati. (2024). “Pengaruh Sales Promotion, Content Marketing Dan Shopping Lifestyle Terhadap Impulse Buying Pada Aplikasi Tiktok Shop (Studi Kasus Pada Mahasiswa Manajemen Feb Unisma Angkatan 2020).” E – Jurnal Riset Manajemen, 13(01), 1099–1108.
Ningrum, R. A., & Widanti, A. (2023). “Effect Of Shopping Lifestyle And Sales Promotion On Impulse Buying Moderated By Openness To Experience On Shopee.” International Journal Of Management And Digital Business, 2(1), 14–29.
Novita, S., Telaumbanua, S., & Puspitasari, A. (2022). “Pengaruh Shopping Lifestyle, Fashion Involvement Dan Hedonic Shopping Motivation Terhadap Perilaku Impulse Buying.” Jurnal Ilmiah Poli Bisnis, 14(1), 41–50.
Nurlinda, R., & Christina, D. (2020). “Peran Positive Emotion Sebagai Mediator Hedonic Shopping Dan Shopping Lifestyle Terhadap Impulse Buying Di Lazada Under A Creative Commons Attribution (Cc-By-Nc-Sa) 4.0 License.” Jurnal Riset Manajemen Dan Bisnis (Jrmb) Fakultas Ekonomi Uniat, 5(1).
Puspitasari, P., Tresnati, R., & Oktini, D. R. (2017). “Prosiding Manajemen Pengaruh Content Marketing Terhadap Minat Beli Konsumen (Survei Pada Konsumen Thirteenth Shoes Bandung) The Influence Of Content Marketing On Customer Interest (Survey On Thirteenth Shoes Customer Bandung).” Prosiding Manajemen, 116–121.
Rafli, M. (2024). “Masyarakat Indonesia Hobi Belanja Pakaian Online, Paling Sering Lewat Shopee. Goodstats. Masyarakat Indonesia Hobi Belanja Pakaian Online, Paling Sering Lewat Shopee”- Goodstats Data
Rahmawaty, I., Sa’adah, L., & Musyafaah, L. (2023). “Pengaruh Live Streaming Selling, Review Product, Dan Discount Terhadap Minat Beli Konsumen Pada E-Commerce Shopee.” Jurnal Riset Entrepreneurship, 6(2), 80.
Risma, S., & Sukmawati, C. (2023). “Pengaruh Price Discount Terhadap Impulse Buying Pada Aplikasi Shopee Indonesia (Studi Pada Pengguna Aplikasi Shopee Masyarakat Gampong Beurandang, Syamtalira Bayu, Aceh Utara).” Negotium: Jurnal Ilmu Administrasi Bisnis, 6(1), 14–39.
Risma, S., Sukmawati, C., & Si, M. (2023). “Pengaruh Price Discount Terhadap Impulse Buying Pada Aplikasi Shopee Indonesia (Studi Pada Pengguna Aplikasi Shopee Masyarakat Gampong Beurandang, Syamtalira Bayu, Aceh Utara).” Negotium: Jurnal Ilmu Administrasi Bisnis, 6(1), 14–39.
Sari, V. I., & Rafida, V. (2024). “Pengaruh Content Marketing, Electronic Word Of Mouth (E-Wom), Dan Price Discount Aplikasi Shopee Terhadap Impulse Buying Produk Fashion Jiniso Pada Generasi Z Di Kota Surabaya.” Jurnal Pendidikan Tata Niaga (Jptn), 12.
Sintia, & Megawati. (2023). “Pengaruh Tata Letak Toko Dan Warna Terhadap Impulse Buying Di Toko Jilbab Turki Palembang.” Mdp Student Conference (Msc).
Sitinjak, V., Mustapita, A. F., & Bastomi, M. (2025). “Pengaruh Content Marketing, Affiliate Marrketing, Live Streaming Terhadap Impulsive Buying Pada Pengguna Tiktok Shop-Tokopedia (Study Kasus Mahasiswa Universitas Islam Malang).” E – Jurnal Riset Manajemen, 14(01), 210–221.
Suci Wahyuni, R., Abrilia Setyawati, H., & Putra Bangsa, S. (2020). “Pengaruh Sales Promotion, Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap Impulse Buying Pada E-Commerce Shopee.” In Jurnal Ilmiah Mahasiswa Manajemen (Vol. 2, Issue 2).
Trisa, A., & Roosdhani, M. R. (2024). “Analisis Hubungan Antara Strategi Pemasaran Media Sosial, Citra Merek, Dan Minat Pembelian Di Industri Fashion Sweet Mango Jepara.” In Yume : Journal Of Management (Vol. 7, Issue 2).
Fauzi, L. U., Welsa, H., & Susanto. (2019). “Pengaruh Hedonic Shopping Value Dan Shopping Lifestyle Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening.” Jbti: Jurnal Bisnis: Teori Dan Implementasi, 10, 150–160.
Yuliarahma, A., & Nurtantiono, A. (2023). “Analisis Pengaruh Brand Image, Price Discount, Package Bonuses Dan Kualitas Produk Terhadap Impulse Buying Pada Produk Oriflame.” Juremi: Jurnal Riset Ekonomi, 2(4), 441–452.