Syabani Dinova, . (2023) PENGARUH LIVE STREAMING SHOPPING DAN FLASH SALE TERHADAP PEMBELIAN IMPULSIF PENGGUNA SHOPEE DI KECAMATAN JATINEGARA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to analyze the influence of two independent variables, namely "live streaming shopping" and "flash sale" on the impulsive buying behavior of users of the Shopee platform in the Jatinegara District area. The method used is quantitative, with descriptive analysis techniques to explain sample characteristics and inferential analysis techniques using the SmartPLS analysis tool version 4.0. The research population consisted of users of the Shopee platform in the Jatinegara District area, with a sample of 100 respondents selected using a non-probability sampling method. Data was obtained by distributing a Google Form questionnaire via social media. The analysis results show that live streaming shopping has a significant effect on impulse purchases, while flash sales do not have a significant effect on impulse purchases. This research provides a deeper understanding of the factors that influence impulse buying behavior in the context of live streaming shopping and flash sales on the Shopee e-commerce platform. The results of this research can provide guidance for Shopee and other e-commerce parties to design more effective marketing strategies and focus on flash sales to increase impulse purchases.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111002] [Pembimbing: Suharyati] [Penguji 1: Diana Triwardhani] [Penguji 2: Dienni Ruhjatini Sholihah] |
| Uncontrolled Keywords: | Live streaming shopping; Flash sale; Impulse buying; E-commerce; Shopee |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Syabani Dinova |
| Date Deposited: | 21 Mar 2024 03:24 |
| Last Modified: | 21 Mar 2024 03:24 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28189 |
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