Pengaruh Customer Review, Potongan Harga, Motivasi Belanja Hedonis Dan Kualitas Pelayanan Terhadap Impluse Buying Pada E-Commerce Shopee Pada Mahasiswa Universitas Potensi Utama

Abstract

People's behavior is changing from the old ways of doing things without technology in this day and age, especially in terms of sales and purchases (shopping). Web-based shopping is a cycle where buyers or customers complete electronic shopping and commerce, including selling, buying and promoting labor and products through the help of internet commerce media as an online business. By shopping excessively without considering the advantages of the goods and what's more, not according to the needs of shopee buyers, it can have a bad impact on the shopee stage. There are times when consumers start to look at products or services before making a purchase. These products are purchased without thinking about it. This purchase was meant to be made on impulse. With a sample size of 3583 active students from large universities with potential, this quantitative research uses Probability Sampling. The research found that price discounts and service quality have a significant effect on impulse purchases in E-Commerce, while customer reviews and hedonics have no effect and are not significant.