Electronic Theses and Dissertation

The development of internet users among young people, especially students, encourages online buying and selling which provides convenience and various product offers following the trends of the times that cause students to do impulsive buying. This study aims to partially and simultaneously analyze the effect of promotion, price, product quality, online customer review and rating, and religiosity on impulsive buying in online buying and selling at IAIN Langsa students. The research data is primary data obtained from 98 students as a sample from 4 faculties at IAIN Langsa which is calculated using the Slovin Method and sampling by proportional random sampling technique. Data were analyzed by the multiple linear regression method. The results of research on IAIN Langsa students show that simultaneously, promotion, price, product quality, online customer review and rating, and religiosity affect impulsive buying in online buying and selling. Partially only promotion and product quality have a positive effect, while online customer reviews and ratings, prices, and religiosity do not affect impulsive buying in online buying and selling.

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