PENGARUH LINGKUNGAN TEMAN SEBAYA, CUSTOMER ONLINE REVIEW, DAN EMOSI POSITIF TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF SECARA ONLINE DI TOKOPEDIA (STUDI PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MATARAM
The Influence of Peer Environment, Online Customer Reviews, and Positive Emotions on Online Impulsive Purchase Decisions on Tokopedia (A Study of Students at the Faculty of Economics and Business, University of Mataram)
Keywords:
Peer Environment, Customer Online Reviews, Positive Emotions, Impulsive Buying DecisionsAbstract
This research aims to examine the influence of Peer Environment, Online Customer Reviews and Positive Emotions on Online Impulsive Buying Decisions on Tokopedia. The population in this research are students from the Faculty of Economics and Business, Mataram University who use the Tokopedia application and have shopped. The number of samples in this research was 100 respondents with a sampling technique using non-probability sampling with a purposive sampling method. The data analysis used is Multiple Linear Regression to prove the research hypothesis. Data that has met the validity test, reliability test and classical assumption test is then processed to obtain the regression equation. The data analysis technique uses the SPSS Program Version 25. Based on the results of data analysis, it was found that Peer Environment (X1), Customer Online Reviews (X2) and Positive Emotions (X3) had a positive and significant effect on Impulsive Buying Decisions (Y) on Tokopedia
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References
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