<![CDATA[The purpose of this study was to determine the effect of brand ambassadors, cashbacks and discounts on consumer impulse buying on the online Shopee. The research method used is a qualitative method that is quantified. The sampling technique used non-probability sampling with incidental sampling. Data collection techniques using a questionnaire. The number of samples is 97 respondents from an infinite population. Partially, the t-test results show that brand ambassadors and cashbacks have no significant effect on impulse buying. Meanwhile, price discounts have a significant effect on impulse buying. The results of the F test state that brand ambassadors, cashbacks and discounts simultaneously have a significant effect on impulse buying. This study obtained an R value of 0.422. This states that the relationship between the independent variables (brand ambassadors, cashbacks and discounts) to the dependent variable (impulse buying) has a moderate correlation. Value Adjusted R Square is 0.152. This means that brand ambassadors, cashbacks and price discounts contribute 15.2% to the impulsive buying variable. While the remaining 84.8% is influenced by other variables that are not included in this research model.]]>
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