<![CDATA[The continuous growth of e-commerce has changed consumer consumption patterns, as exposure to various digital marketing stimuli often leads to unplanned purchases. Therefore, this study was conducted to determine the role of price discounts and online customer reviews both separately and together in influencing impulse buying tendencies among Shopee users in the International Business Management Study Program, Bali State Polytechnic. This study employed quantitative methods through purposive sampling on 133 respondents who had registered to shop on Shopee during the past month. Data were collected through a structured questionnaire, which was then analyzed using multiple linear regression analysis. The results show that price discounts have a positive and significant effect on impulsive buying behavior, as well as online customer reviews which show a similar pattern of influence, while simultaneous testing of both variables also confirms a significant influence on this behavior, although the Adjusted R Square value recorded is only 12.7% indicating that this research model is only able to explain a small part of the variation in impulsive buying behavior, while the remaining 87.3% is influenced by other variables outside the model studied—which leads to the conclusion that in addition to price discounts and online reviews, psychological, social, and situational factors also play an important role in shaping consumers' impulsive buying behavior on e-commerce platforms, but these aspects have not been covered in this study and need to be studied further in the future.]]>
