THE INFLUENCE OF E-WOM AND PRICE DISCOUNT ON IMPULSE BUYING AT E-COMMERCE USERS IN PEKANBARU

Case Study Pekanbaru Student

Authors

  • Adella Puspita Universitas Islam Riau
  • Awliya Afwa Universitas Islam Riau
  • Moniko Moniko Universitas Islam Riau

DOI:

https://doi.org/10.32815/jibeka.v17i3.1938

Keywords:

e-wom, price discount, impulse buying, pengguna e-commerce

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.

Additional Files

Published

10-11-2023

How to Cite

Puspita, A., Afwa, A., & Moniko, M. (2023). THE INFLUENCE OF E-WOM AND PRICE DISCOUNT ON IMPULSE BUYING AT E-COMMERCE USERS IN PEKANBARU: Case Study Pekanbaru Student. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 17(3), 378–391. https://doi.org/10.32815/jibeka.v17i3.1938

Issue

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

Section

Articles

License

Jurnal Ilmiah Bisnis dan Ekonomi Asia is Open Access which means makes all of the content of the article in this journal available for free to the public. Any part of the manuscripts in this journal can be downloaded, shared, mixed, reused, and processed by the public. However, they should acknowledge the author and share with the same license selected by the journal manager.