PENGARUH ELECTRONIC WORD OF MOUTH, PRICE DISCOUNT, DAN BONUS PACK TERHADAP IMPULSE BUYING PADA E-COMMERCE SHOPEE (Studi Pada Konsumen Shopee Di Kota Malang)

This study aims to: test the effect of electronic word of mouth on impulse buying, test the
effect of price discount on impulse buying, test the effect of bonus packs on impulse buying,
and test which factors of the dependent variable most influence the independent variable. The
population in this study were Shopee consumers in Malang City with a sample of 385
respondents using quota sampling. The data analysis technique uses instrument test (validity
test and reliability test), scale range, classical assumption testing (normality test,
multicollinearity test, and heteroscedasticity test), coefficient of determination, multiple liner
regression analysis, and hypothesis testing (T test). The method used is regression analysis
with SPSS. From this study, the results obtained: electronic word of mouth, price discount,
and bonus pack have a positive and significant effect on impulse buying.