Abstract
This study aims to determine and analyze effect of Instagram profile view and endorsement on impulse buying. This research is assisted using quantitative methods. Population in this study are active Instagram users. Sample is taken randomly with a sample of 100 respondents. Testing the hypothesis in this study uses a part of multiple linear regression, namely partial (t) test. The results show that Instagram profile view has a significant effect on impulse buying. Endorsement has a significant effect on impulse buying.
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