ANALISIS DISKRIMINAN KONSUMEN SHOPEE IMPULSIF, TERENCANA, DAN PEMBATAL KERANJANG DITINJAU DARI KEPEKAAN PROMOSI, BUKTI SOSIAL, DAN SENSITIVITAS HARGA
DOI:
https://doi.org/10.23969/jp.v11i03.62189Keywords:
impulsive buyer; planned buyer; cart abandoner; promotion proneness; social proof; price consciousness; discriminant analysis.Abstract
This study aims to identy differences in consumen profiles among Shopee shoppers classified as impulsive buyers, planned buyer. And cart abandoners based on promotion proreness, social proof, and price consciousness. Linear Discriminant Analysis (LDA) was applied to 210 active Shopee consumers selected through purposive sampling. Result showed that both discriminant functions significantly differentiated the three groups (Wilks’ Lambda = 0.312 ; p < 0.001). Promotion proneness was the strongest discriminator, followed by social proof and price consciounsness. Overall classification accuracy reached 78,6%, well above the chance level of 33.3%
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