Jacki, Ibnu Akbar (2026) Pengaruh Cashback, Live Streaming, Terhadap Impulse Buying Bagi Pengguna Shopee Paylater (Studi Kasus Mahasiswa Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the influence of Cashback and Live Streaming on Impulse Buying for Shopee Paylater users with a case study of Riau Islamic University Students. The population in this study were Riau Islamic University students who had used Shopee Paylater and who had used cashback vouchers and live streaming features. The entire population of 100 people was sampled using the method Data analysis techniques include validity and reliability tests, classical assumption tests (normality, multicollinearity, and heteroscedasticity), and multiple linear regression analysis. Data collection techniques were carried out through distributing questionnaires. The results of this study indicate that Cashback and Live Streaming have a significant effect on Impulse Buying for Shopee Paylater users. The coefficient of determination (R2) value indicates that both independent variables provide a fairly strong contribution to Impulse Buying.

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