PENGARUH ONLINE CUSTOMER REVIEW DAN AFFILIATE MARKETING PRODUK TERHADAP IMPULSE BUYING KONSUMEN (STUDI KASUS PADA PENGGUNA SHOPEE DI KOTA MADIUN)

Novia Hadha, Rizal Ula Ananta Fauzi, Hendra Setiawan

Abstract


The increasingly rapid technology in this modern era has caused a shift in human behavior, especially when it comes to shopping. This research is entitled The Influence of Online Customer Reviews and Affiliate Marketing of Products on Consumer Impulse Buying (Case Study of Shopee Users in Madiun). This research is a quantitative study with a sample size of 384 people. The sampling method is non-probability sampling. Data collection uses a questionnaire distributed via Google Form. The data analysis technique uses test equipment in the form of SmartPLS3.0 software. The results of online customer reviews have a significant effect on impulse buying. Affiliate Marketing has a significant effect on Impulse Buying. Online Customer Reviews have a significant influence on Impluse Buying and Affiliate Marketing has a significant influence on Impluse Buying.


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References


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