PENGARUH PROMOSI FLASH SALE, DAYA TARIK IKLAN DAN MOTIVASI BELANJA HEDONIS TERHADAP PERILAKU PEMBELIAN IMPULSIF (Studi Pada Pengguna Shopee di Jakarta Timur)

Jimmy Ferdian Kurnia, . (2022) PENGARUH PROMOSI FLASH SALE, DAYA TARIK IKLAN DAN MOTIVASI BELANJA HEDONIS TERHADAP PERILAKU PEMBELIAN IMPULSIF (Studi Pada Pengguna Shopee di Jakarta Timur). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This type of research conducted by researchers is quantitative research that aims to find out the influence of flash sale promotion, advertising appeal, and hedonic shopping motivation on impulsive buyings. This study used a sample of 100 respondents from the population in East Jakarta who used Shopee e-commerce in making online purchases. The sampling method uses non probability sampling using the purposive sampling method. The data collection conducted in this study used online questionnaires using Google Form which was then shared through the Line, WhatsApp, Twitter, Instagram, and Telegram. This research uses PLS analysis techniques (Partial Least Square) with SmartPLS 3.0 application. The results obtained from this research are: (1) Flash sale promotion variables have a positive and significant effect on impulsive buying with the value of the path coefficient 0.256. (2) Variable ad attractiveness positively and significantly affects impulsive buying with path coefficient value 0.385. (3) Hedonic shopping motivation variables have a positive and significant effect on impulsive buying with path coefficient value 0.309.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 1810111155] [Pembimbing : Alfatih S. Manggabarani] [Penguji 1 : Lina Ariyani] [Penguji 2 : Yuliniar]
Uncontrolled Keywords: Flash Sale Promotion, Advertising Appeal, Hedonic Shopping Motivation, Impulsive Buying
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Jimmy Ferdian Kurnia
Date Deposited: 22 Jul 2022 08:13
Last Modified: 05 May 2023 09:11
URI: http://repository.upnvj.ac.id/id/eprint/18564

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