Arijaya, V.E. and S.E., M.M, D.T. 2022. ANALYSIS OF THE EFFECT OF PROMOTION FOCUS VARIABLES AND PREVENTION FOCUS ON IMPULSE BUYING TENDENCY VARIABLES: EMPIRICAL STUDY ON SHOPEE: ANALISIS PENGARUH VARIABEL FOKUS PROMOSI DAN FOKUS PENCEGAHAN TERHADAP VARIABEL IMPULSE BUYING TENDENCY: STUDI EMPIRIS PADA SHOPEE. PERFORMA. 7, 5 (Dec. 2022), 595–607. DOI:https://doi.org/10.37715/jp.v7i5.2846.