The purpose of this study is to analyze shopping lifestyle, discounts, and EWoM
variables on impulse buying on TikTok. This type of research uses
quantitative research. The population in this study were UMP, UNSOED and UIN
SAIZU students, totaling 46,821 students. The sample in this research is students
who have a TikTok account and have shopped on TikTok. Sampling in this study
used a snow ball sampling approach. Based on the criteria, a total sample of 116
respondents was obtained from UMP, UNSOED and UIN SAIZU students. The
data analysis technique used is validity test, reliability test, classic assumption
test, multiple linear regression analysis test, coefficient of determination test, Ftest
and T-test. The results of the study explain that the variables shopping
lifestyle, discounts, and E-WoM simultaneously have a significant effect on
impulse buying. Shopping lifestyle partially has a positive and significant effect on
impulse buying. Partial discounts have no positive and significant effect on
impulse buying. E-WoM partially has a significant positive effect on impulse
buying.