<![CDATA[The continuously evolving digital era has transformed consumer shopping behavior, including the emergence of unplanned purchasing phenomena on e-commerce platforms. This study aims to analyze the effect of application ease of use and service innovation on impulse buying among Shopee application users in Semarang City. The population of this study consists of all Shopee application users in Semarang City, with a sample of 120 respondents selected using purposive sampling and accidental sampling techniques. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The results indicate that application ease of use has a positive and significant effect on impulse buying, with a beta coefficient of 0.589 and a significance value of 0.000 (p < 0.05). Service innovation also has a positive and significant effect on impulse buying, with a beta coefficient of 0.236 and a significance value of 0.001 (p < 0.05). These findings suggest that the easier the application is to use and the more innovative the services offered by Shopee, the higher the level of impulse buying behavior among users. This study highlights the importance of e-commerce platforms to continuously improve application usability and introduce attractive service innovations to stimulate consumer transactions.]]>
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