Pengaruh Shopping Lifestyle dan Diskon Terhadap Impulse Buying di E-commerce Shopee Pada Mahasiswa UPN “Veteran” Jawa Timur

Shopee is one of the most popular online marketplaces for consumers to purchase. The increase in shopping during COVID-19 pandemic can be attributed impulse purchases driven by various factors, including more convenient and discounts. This study uses a quantitative methodology variables "Shopping Lifestyle" (X1), "Discounts" (X2), "Impulse Buying" (Y) as research variables. used convenience sample 70 people who were taken non-probabilistically. Information was collected sending questionnaires prospective respondents. Structural Equation Modeling (SEM) component-based data analysis technique that utilizes Partial Least Squares (PLS) tool. findings indicate lifestyle discounts have statistically significant positive effect on made Shopee.