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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Ilmiah Bisnis dan Ekonomi Asia Community Engagement and Emergence Journal (CEEJ) PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS Asean International Journal of Business VALUTA Jurnal Administrasi Bisnis, Manajemen dan Ekonomi Jurnal Pengabdian Masyarakat ISEI
Awliya Afwa
Universitas Islam Riau
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Ilmiah Bisnis dan Ekonomi Asia

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THE INFLUENCE OF E-WOM AND PRICE DISCOUNT ON IMPULSE BUYING AT E-COMMERCE USERS IN PEKANBARU Adella Puspita; Awliya Afwa; Moniko Moniko
Jurnal Ilmiah Bisnis dan Ekonomi Asia Vol 17 No 3 (2023): Jurnal Ilmiah Bisnis dan Ekonomi Asia
Publisher : LP2M Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jibeka.v17i3.1938

Abstract

This research aims to evaluate the influence of E-WOM and Price Discount on Impulse Buying among e-commerce users in Pekanbaru, with a focus on students in Pekanbaru. The research sample includes 140 respondents actively engaged in impulsive buying behavior. The data analysis method employed is Structural Equation Modeling (SEM) with the assistance of Smart PLS version 3. The research findings indicate that E-WOM does not have a significant impact on Impulse Buying by e-commerce users in Pekanbaru. However, Price Discount has a positive and significant influence on Impulse Buying among e-commerce users in Pekanbaru. Furthermore, based on the determination test, it can be concluded that concurrently, both E-WOM and Price Discount affect Impulse Buying among e-commerce users in Pekanbaru.
Co-Authors Adella Puspita Azzahra Azzahra Dodi Agusra Erfa Okta Lussianda LIGA FEBRINA Mardhotilla Annisa Rahman Moniko Moniko Muhammad Adrian Nia Anggraini Nia Anggraini Nida Amaliae Nina Nursida Siska Siska Tubel Agusven