PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN ONLINE PROMOTION TERHADAP PEMBELIAN IMPULSIF PADA PRODUK VIVA COSMETICS

Abstract

This research aims to examine and analyze the influence of Electronic Word of Mouth (e-WOM) and Online Promotion on impulsive buying of Viva Cosmetics products. The sample used in this research consists of 100 respondents, with a sampling technique of nonprobability sampling and purposive sampling method. Data analysis was conducted using multiple linear regression with the help of SPSS Statistic 23 . The results of statistical testing and analysis show that the data used is valid, with classical assumption tests indicating normal distribution and no multicollinearity. The findings of this research reveal that both independent variables, namely Electronic Word of Mouth (e-WOM) and Online Promotion, have a positive and significant influence on the dependent variable, which is impulsive buying of Viva Cosmetics products.