Marketing, Management 

Online shopping is becoming an increasingly important part of everyone's lives.
Due to the convenience of online shopping, a growing number of people are preferring
to buy products from websites rather than physical stores. In particular, the Shopee
marketplace, a well-known online store, provides its customers with generous sales
discounts and it might affect people's impulsive purchase behavior.
The purpose of the study was to ascertain how Business Management students
typically react to various Shopee sales promotions, such as discounts, free shipping,
refunds, and rebates, which may have an impact on their impulse buying behavior.
Through the use of a questionnaire and correlational research, the researchers
stabilized the quantitative approach of the study. Additionally, 293 Business
Management students from Cavite State University – Bacoor Campus participated in
the survey.
After analyzing the data, it was discovered that 219 respondents (74.7%) were
females, most of whom were between the ages of 20 and 21 (35.5%). When it came
to Shopee sales promotions, the discount was the most effective variable, with a
general weighted mean of 3.31. In terms of external factors affecting impulse buying
behavior, product characteristics were more influential, getting a general weighted
mean of 3.20. Overall, the study indicated a significant relationship between Shopee
sales promotion and the respondents' impulse buying behavior. On the other hand,
there was no significant relationship found between the demographic profile of the
students and their impulse buying behavior.
When there are sales or discounts on the product's price, customers are more
likely to make impulsive purchases. Therefore, sellers should focus on and increase
their engagement in sales promotion across the board on the Shopee marketplace.
Researchers recommend offering more promotional activities like games, contests,
product bundles, and flash deals to draw in more customers because the more alluring
the promotions are, the more probable it is that people would make a purchase. Future
research may potentially look at different characteristics or elements of sales
promotions that they believe are connected to the target respondents' impulse buying
behavior. 

xiv, 90p.; cm. 

Includes references and appendices.

CANDA, KRISSA P., MOLAVE, JULIE ANNE T., RUDAS, ZARENCE DIANE G.
Sales Promotion of Shopee PH Towards Impulse Buying Behavior of Students
at Cavite State University – Bacoor Campus. Undergraduate Thesis. Bachelor of
Science in Business Management major in Marketing Management. Cavite State
University – Bacoor City Campus, City of Bacoor, Cavite. January 2023. Adviser: Ms.
Erica Tepait.