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 buyingof 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.

Keywords: Online Customer Review, Online Impulsive Buying,Price Discounts

Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh online costumer review dan diskon harga secara parsial dan simultan terhadap online impulsive buyingpengguna shopee mahasiswa Fakultas Ekonomi angkatan 2022. Penelitian ini menggunakan metode penelitian kuantitatif. Prosedur pengumpulandata pada penelitian ini adalah dengan melakukan observasi, menyebarkan kuesioner/angket dan dokumentasi. Hasil penelitian yang didapatkan adalah variabel online costumer review secara parsial berpengaruh negatif terhadap online impulsive buyingpengguna shopee mahasiswa Fakultas Ekonomi angkatan 2022. Variabel diskon harga secara parsial berpengaruh positif dan signifikan terhadap online impulsive buying mahasiswa Fakultas Ekonomi angkatan 2022 pengguna shope. Secara simultan variabel online costumer review dan diskon harga berpengaruh positif dan signifikan terhadap online impulsive buying.

Kata kunci: Diskon Harga, Online Customer Review, Online Impulsive Buying