<![CDATA[Penelitian ini bertujuan untuk menganalisis pengaruh promosi, harga, dan daya tarik visual terhadap perilaku impulse buying pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Labuhanbatu pengguna platform e-commerce Shopee. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa secara parsial promosi, harga, dan daya tarik visual berpengaruh positif dan signifikan terhadap impulse buying. Secara simultan, ketiga variabel tersebut juga terbukti berpengaruh signifikan terhadap perilaku impulse buying. Nilai koefisien determinasi (R²) sebesar 0,725 menunjukkan bahwa 72,5% variasi perilaku impulse buying dapat dijelaskan oleh ketiga variabel tersebut, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini mengindikasikan bahwa strategi promosi yang efektif, penetapan harga yang menarik, serta tampilan visual yang baik mampu meningkatkan kecenderungan pembelian impulsif pada konsumen e-commerce, khususnya pengguna This study aims to analyze the effects of promotion, price, and visual attractiveness on impulse buying behavior among students of the Faculty of Economics and Business, Universitas Labuhanbatu, who use the Shopee e-commerce platform. This research employed a quantitative approach using a survey method by distributing questionnaires to 100 respondents. Data were analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that promotion, price, and visual attractiveness each have a positive and significant effect on impulse buying behavior. Simultaneously, these three variables also significantly influence impulse buying behavior. The coefficient of determination (R²) of 0.725 indicates that 72.5% of the variation in impulse buying behavior can be explained by promotion, price, and visual attractiveness, while the remaining 27.5% is influenced by other factors outside the research model. These findings suggest that effective promotional strategies, attractive pricing, and appealing visual displays can enhance consumers' tendency to engage in impulsive purchases, particularly among Shopee users.]]>
