IJSTR >> Volume 9 - Issue 3, March 2020 Edition

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AUTHOR(S)

Nurul Ittaqullah, Rahmat Madjid, Nursaban Rommy Suleman

KEYWORDS

Mobile Marketing, Discount, Lifestyle, Impulse Buying, Marketplace

ABSTRACT

This study aims to determine the effect of Mobile marketing, Discount, and Lifestyle on Impulse buying Behavior of Marketplace Consumer in students case study of Halu Oleo University. The method used is quantitative research methodology with an explanatory survey method. The population of this study are active internet users of students at Halu Oleo University who have made purchases in the marketplace in the last 10 months from January to October 2019. The sampling technique uses non probability sampling (convenience sampling) techniques, with the number of 100 respondents. The results showed that Mobile marketing and Discount have no significant effect on impulse buying on marketplace consumers. While Lifestyle has a significant positive effect on impulse buying behavior in marketplace consumers by 35.1%. The simultaneous effect of Mobile marketing, Discount, and Lifestyle on impulse buying in the marketplace is 20.9%. While the remaining 79.1% is influenced by other factors not examined in this study.

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