<![CDATA[This study aims to analyze the influence of Price, Celebrity Endorsement, Advertising Appeal, Payment Method, and Ease of Use on Impulse Buying in Shopee e-commerce, both partially and simultaneously. The research employs a quantitative approach with descriptive and explanatory methods. The research sample consisted of 120 respondents who had used and conducted transactions on Shopee, selected using purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that Price and Celebrity Endorsement have a positive and significant effect on Impulse Buying, while Advertising Appeal and Ease of Use have a positive but non-significant effect. Payment Method has a significant effect with a negative direction on Impulse Buying. Simultaneously, all five variables significantly influence Impulse Buying with an F-value of 25.893 and significance < 0.001. The R Square value of 0.532 indicates that 53.2% of the variation in Impulse Buying can be explained by the five variables in the model, while 46.8% is explained by other factors outside the research. These findings indicate that price factors and celebrity endorsement are more dominant aspects in driving consumer Impulse Buying on Shopee.]]>
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