<![CDATA[This study was motivated by the growing tendency of impulsive buying among the people of Bulotadaa, driven by the ease of access and aggressive promotion on e-commerce platforms. The increasing use of e-commerce platforms has significantly changed consumer behavior. This research aimed to determine the influence of e-commerce on impulsive buying tendencies in the community of Bulotadaa Barat, Sipatana Subdistrict, Gorontalo City. This research employed a quantitative approach using simple regression analysis with a total of 88 respondents. The validity test results showed that all questionnaire items were valid, and the reliability test using Cronbach’s Alpha yielded a score of 0.632. The findings of the study conclude that there is a significant influence of the independent variable (e-commerce) on the dependent variable (impulsive buying). This is supported by the t-test results showing a significance score of 0.029 < 0.05, indicating that the H₀ is rejected and Hₐ is confirmed. Furthermore, based on the coefficient of determination (r² test) from the Model Summary table, the R-square obtained is 0.484 (48.4%). This means that the independent variable explains 48.4% of the dependent variable, while the remaining 51.6% is explained by other variables not examined in this study.]]>
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