Liani, Fitrah (2023) Pengaruh Diskon Dan Kualitas Produk Terhadap Impulse Buying Pada Shopee Di Pekanbaru (studi Kasus Mahasiswa Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine and analyze the effect of discounts and product quality on impulse buying at shopee in pekanbaru (a case study of Riau Islamic University students) as many as 100 respondents. The sampling technique uses purposive sampling using the ferdinand formula (2013). The data collection technique used in this study was to use a questionnaire to the respondents. The data analvsis method used in this study uses Multiple linear Regression Analysis, Classical Assumption Test, Coefficient OF Determination (Rˆ2), Hypothesis Test using SPSS Spfware program. So from the tests that have been done it can be concluded that (1) Discounts havea a positive and significant effect on impulse buying at shopee in pekanbaru (a case study of Riau Islami University students). (2) product quality has a positive and significant effect on Impluse Buying at Shopee in Pekanbaru (a case study of Riau Islami University students). (3) Discounts and Quality simultaneously have a posive and significant effect on Impulse Buying at Shopee ini Pekanbaru (a case study of Riau Islami University students).

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