PENGARUH PRICE DISCOUNT DAN ELECTRONIC WORD OF MOUTH TERHADAP IMPULSE BUYING PADA E-COMMERCE (Studi kasus pada Konsumen Shopee, Tokopedia, Bukalapak, Blibli di Kota Malang)

This study aims to exam the effect of price discount and electronic word of mouth towards impulsive buying on e-commerce in the city of Malang with a total of 200 respondents taken with quota sampling technique. The analytical method used in this study were multiple linear regression analysis with SPSS analysis tool. Based on the results of research, the partial test shows that price discount variable has a positive and significant effect on impulse buying. The partial test results shows that electronic word of mouth variable has a positive and significant effect towards impulse buying on e-commerce in the city of Malang