<![CDATA[This study aims to analyze the impact of Influencer Marketing and Customer Reviews on Impulse Buying among university students in Malang, with Price Discount as a moderating variable on the TikTok Shop platform. Data were collected through a survey of 152 respondents using purposive sampling, and analyzed using multiple linear regression. The results show that both Influencer Marketing and Customer Reviews have a positive and significant effect on Impulse Buying, with Customer Reviews having a greater impact compared to Influencer Marketing. Additionally, Price Discount was found to have a significant effect on Impulse Buying and moderates the relationship between Influencer Marketing and Impulse Buying. However, the interaction between Customer Reviews and Price Discount showed a negative impact on Impulse Buying, indicating that price discounts are more dominant than customer reviews. These findings confirm that social factors and pricing play a crucial role in driving impulse buying on social media-based e-commerce platforms. This research provides insights for marketers to design strategies that integrate influencer promotions, customer reviews, and price discounts to increase impulse buying among young consumers.]]>
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