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This research aims to evaluate the influence of E-WOM and Price Discount on Impulse Buying among e-commerce users in Pekanbaru, with a focus on students in Pekanbaru. The research sample includes 140 respondents actively engaged in impulsive buying behavior. The data analysis method employed is Structural Equation Modeling (SEM) with the assistance of Smart PLS version 3. The research findings indicate that E-WOM does not have a significant impact on Impulse Buying by e-commerce users in Pekanbaru. However, Price Discount has a positive and significant influence on Impulse Buying among e-commerce users in Pekanbaru. Furthermore, based on the determination test, it can be concluded that concurrently, both E-WOM and Price Discount affect Impulse Buying among e-commerce users in Pekanbaru.

The purpose of the study was to analyze the effect of using e-commerce in the fashion sector to increase the profit of micro businesses in Hulu Sungai Utara Regency. This research was conducted in North Hulu Sungai Regency using questionnaire and interview methods. The sample in this study was 36 people, namely 18 people who used e-commerce and 18 people who did not use ecommerce. Data analysis method with quantitative analysis approach. After the data has been collected, then the data will be analyzed using the SPSS 22 application. The analysis used in this study is dummy variable regression to determine the relationship between the independent and dependent variables. The results obtained using SPSS with the classical assumption test, multiple linear regression, and hypothesis testing can be concluded through the F test and T test that business capital, length of business and use of e-commerce simultaneously have a significant effect on operating profit in Hulu Sungai Utara Regency and simultaneously partial, length of business has no significant effect on operating profit in North Hulu Sungai Regency and operating profit using e-commerce in Hulu Sungai Utara Regency is greater than non-e-commerce. [ABSTRACT FROM AUTHOR]