Faktor-Faktor Yang Mempengaruhi Perilaku Impulsive Buying Pada Platform E-Commerce Shopee

The shopping behavior of customers worldwide has changed from offline shopping to online shopping thanks to technological advances. This research aims to determine the influence of discounts, ranting, and online customer reviews on impulsive buying, both partially and simultaneously, and determine which variables have the most significant impact. This research uses quantitative research, using a Population of students at Mayjen Sungkono University, Mojokerto, Faculty of Economics, semester 3. This research uses multiple linear regression with the t-test and F-test to see the hypothesis results. The results of this research show that partially, the discount, ranting,, and online customer review variables on impulsive buying have a positive and significant influence. For simultaneous testing, they also have a positive and considerable influence. Meanwhile, the variable that has the most critical impact is the online customer review variable.