Pengaruh Online Customer Review dan Diskon Harga terhadap Online Impulsive Buying Pengguna Shopee

Abstract

This study aims to determine the effect  of online customer reviews  and price discounts partially and simultaneously on online impulsive buying of  shopee users of the Faculty of Economics class of 2022. This study used quantitative research methods. The data collection procedure in this study is by making observations, distributing questionnaires / questionnaires and documentation. The results of the research obtained are that the online customer review  variable partially negatively affects online impulsive buying of  shopee users, students of the Faculty of Economics, class of 2022. The price discount variable partially has a positive and significant effect on online impulsive buying  of students of the Faculty of Economics class of 2022 who are shope users. Simultaneously, the variables of online customer reviews  and price discounts have a positive and significant effect on online impulsive buying.