Jurnal Ilmiah Bisnis dan Ekonomi Asia
Vol 17 No 3 (2023): Jurnal Ilmiah Bisnis dan Ekonomi Asia

THE INFLUENCE OF E-WOM AND PRICE DISCOUNT ON IMPULSE BUYING AT E-COMMERCE USERS IN PEKANBARU: Case Study Pekanbaru Student


Article Info

Publish Date
10 Nov 2023

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.

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Journal Info
Jurnal Ilmiah Bisnis dan Ekonomi Asia
Website

Abbrev

jibeka

Publisher

Institut Teknologi dan Bisnis Asia Malang

Subject

Economics, Econometrics & Finance

Description

The focus and scope of The Jurnal Ilmiah Bisnis dan Ekonomi Asia are to provide Academic and Scientific writings in the field of Economics, Business, Entrepreneurship, Management, and ...