Purpose: This research was conducted with the aim of finding out the effect of flash sale promotions and website quality on the impulse buying of students using Shopee in Bandar Lampung. Research Methodology: The approach used is quantitative with explanatory research techniques. The type of data is primary data derived from questionnaires distributed via Google form to 385 respondents. In this study, sampling using purposive sampling technique. Variable measurement uses a Likert scale and is tested using SmartPLS v.3 with SEM (Structural Equation Model) as the analysis method. Results: This study resulted that partially flash sale promotion had a positive and significant effect of 65.8% on the impulse buying variable, and the website quality variable had a positive and significant effect of 19.1% on the impulse buying variable. Meanwhile, based on the test results together or simultaneously, it results that the flash sale promotion and website quality variables have a positive and significant effect of 66.4% on impulse buying. Limitations: In this study, there were only two endogenous variables, namely flash sales and website quality, and they only existed in the city of Bandar Lampung. Contribution: The results of this study reinforce previous research, where there is a positive effect between flash sales and website quality on impulsive purchases. so that it is expected to increase sales.

Purpose: This study analyzes how electronic word-of-mouth influences trust, examines how trust affects purchase decisions, and investigates how electronic word-of-mouth influences purchase decisions. Methodology: This research was categorized as quantitative descriptive research, with a sample size of 128 respondents, and analyzed using path analysis techniques. Result: The findings of this study indicate that the electronic word-of-mouth variable (X) has a significant influence on the trust variable, as indicated by a t-significance value of 0.000. Trust  has a significant influence on purchase decisions, as indicated by the t-significance value of 0.000. The electronic word-of-mouth variable  also had a significant influence on the purchase decision variable, as indicated by the t-significance value of 0.000. In this study, there is one independent variable, namely electronic word of mouth (EWOM), and two dependent variables, namely trust and purchase decisions. The relationship between the EWOM variable and purchase decisions is highly significant, with a value of 0.815. This indicates a strong and robust relationship between EWOM and purchase decisions. Additionally, there was a strong relationship between the trust variable and purchase decisions, with a correlation coefficient of 0.742. This suggests that trust also plays a significant role in purchase decision-making, and they exist at Triatma Mulya University.

Purpose: To determine simultaneously and partially the effect of product differentiation (product design, brand, packaging, size, and taste) on purchasing decisions for Coca-Cola in Pekanbaru. Method: Data collection techniques using a questionnaire comprising 25 statement items for product differentiation variables and 5 statement items for product purchase decision variables were distributed to 50 consumers who consumed Coca-Cola products. Results: Based on the results of this study, it is known that simultaneously and partially there is a significant influence of product differentiation (product design, brand, packaging, size, and taste) on purchasing decisions for Coca-Cola in the Pekanbaru area. The research results were 36.20%. Limitations: This research was conducted only on Coca-Cola products. These variables include product design, brand, packaging, size, taste, and their influence on purchase decisions for Coca-Cola products. Contribution: Suggestions can be given to PT Coca-Cola to continue to improve and develop innovations in all aspects of marketing, because Coca-Cola products have been well trusted by all circles of society, and further increase consumer loyalty to Coca-Cola products by providing optimal service and product innovation based on consumer needs, in order to increase consumer purchasing decisions for Coca-Cola products.