PENGARUH DISKON, FITUR PAYLATER, DAN E-WOM TERHADAP IMPULSIVE BUYING GEN Z DI SHOPEE (Studi Pengguna E-Commerce Shopee Saat Event Harbolnas di Malang)

This research was conducted on shopee user consumers who made purchases during the Harbolnas event in Malang and with special criteria totaling 97 people. This study aims to determine and analyze the effect of Discounts, PayLater Features, and E-WOM on Impulsive Buying on Shopee E-Commerce Users during the Harbolnas (National Online Shopping Day) event in Malang City. This research uses quantitative methods. The sample technique used in this research is Purposive Sampling, where all samples are taken with specific criteria set by the researcher. Data collection in this study using a questionnaire. The results of the calculation of this scale range show that impulsive buying that occurs is included in the high category. And the results showed that Discount has a positive and significant effect on Impulsive Buying, PayLater Feature has a positive and significant effect on Impulsive Buying and E-WOM has a positive and significant effect on Impulsive Buying.