Pengaruh Review Produk dan Affiliate Marketing Terhadap Impulse Buying Pada Marketplace Shopee (Studi Kasus Pada Masyarakat Bengkalis)

This study is an associative study that aims to analyze the effect of product reviews and affiliate marketing on impulse buying on the Shopee marketplace. The population in this study is the Bengkalis community. The sampling technique used in this study is Nonprobability Sampling with Purpose Sampling technique, with a total of 100 respondents. The data analysis method used is multiple linear regression analysis. The results of this study indicate that product reviews have a significant effect on impulse buying with a t_count value greater than the t_table value, namely 3.041> 1.985 and a significance value of 0.003 is obtained. Affiliate marketing has a significant effect on impulse buying with a t_count value greater than the t_table value, namely 5.369> 1.985 and a significance value of 0.001 is obtained. Product Review and Affiliate marketing have a
significant effect on Impulse buying with an F_count value of 37.091 greater than the F_table value of 37.091> 3.089 and a significance value of 0.001 is obtained. The effect of product reviews and affiliate marketing on impulse buying on the Shopee marketplace is 59%. and the remaining 41% is influenced by other variables.