Pratiwi, Aida Rahma and Ramadhan, Rayhan Muhammad Dzaky and Raharjo, Wening Marie and Sevika, Tiara Azsawaarani Putri (2025) Pengaruh Flash Sale Terhadap Keputusan Membeli Konsumen E-Commerce. Repository Universitas Airlangga. (Unpublished)

Text Artikel Ilmiah.pdf Download (499kB)

Abstract

This study aims to analyze the influence of Flash Sales on consumer purchasing decisions on e-commerce platforms. Flash Sale is a marketing strategy that offers large discounts for a limited time, which can trigger impulsive purchases. The research method used is a quantitative approach with a Likert scale-based survey to measure consumer perceptions and behaviors related to Flash Sales. The research sample consists of 105 respondents aged 18 to 54 years old, with the majority aged 18-29 years old. The results of linear regression analysis show that Flash Sales have a significant influence on purchasing decisions, with an R² value of 0.838, meaning that 83.8% of the variance in purchasing decisions can be explained by the Flash Sale variable. These findings indicate that Flash Sales are an effective marketing strategy in increasing consumer purchasing decisions on e-commerce platforms.

Item Type:	Article
Subjects:	B Philosophy. Psychology. Religion > BF Psychology > BF1-940 Psychology
Divisions:	11. Fakultas Psikologi > S1 Psikologi
Creators:	Creators NIM Pratiwi, Aida Rahma 112111133212 Ramadhan, Rayhan Muhammad Dzaky 112111133100 Raharjo, Wening Marie 112111133222 Sevika, Tiara Azsawaarani Putri 112111133226
Contributors:	Contribution Name NIDN / NIDK Author UNSPECIFIED UNSPECIFIED Author UNSPECIFIED UNSPECIFIED Author UNSPECIFIED UNSPECIFIED Author UNSPECIFIED UNSPECIFIED
Depositing User:	Rahma Aida Pratiwi
Date Deposited:	30 Jan 2025 07:25
Last Modified:	30 Jan 2025 07:25
URI:	http://repository.unair.ac.id/id/eprint/135379
Sosial Share:

Actions (login required)

View Item