Influence of appeal visuals, perceived enjoyment and Program discount to online customers impulse – buying on the shopee app (case study in community Medan johor, kelurahan great base)

Abstract

This research is an associative research. The population of this study is the people of Medan Johor, Pangkalan Masyhur Village with a sample of 100 respondents who use the shopee application. Primary data was obtained by using a questionnaire. Data were analyzed using Multiple Linear Regression analysis technique. The results showed that there was a positive influence of each variable such as visual appeal on impulse buying, the influence of perceived enjoyment on impulse buying, the influence of discount programs on impulse buying on the shopee application.