Pengaruh Flash Sale Characteristic Dan Scarcity Flash Sale Terhadap Impulse Buying Melalui Attitude Towards Flash Sale Pada E-Commerce Shopee

Forever, Febiwenesya (2023) Pengaruh Flash Sale Characteristic Dan Scarcity Flash Sale Terhadap Impulse Buying Melalui Attitude Towards Flash Sale Pada E-Commerce Shopee. Tesis thesis, Universitas Tanjungpura.

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Abstract

Penelitian ini bertujuan menganalisis pengaruh flash sale characteristic dan scarcity flash sale terhadap impulse buying yang dimediasi oleh attitude towards flash sale pada e-commerce Shopee di Indonesia. Populasi dalam penelitian ini adalah konsumen yang menggunakan e-commerce Shopee. Dalam penelitian ini, purposive sampling digunakan untuk dalam menarik sampel dengan jumlah 122 responden. Model analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model Partial Least Square (SEM-PLS). Penelitian ini menunjukan bahwa flash sale characteristic berpengaruh signifikan terhadap attitude towards flash sale, sedangkan scarcity flash sale tidak berpengaruh signifikan terhadap attitude towards flash sale. Hasil penelitian ini juga menunjukkan bahwa flash sale characteristic dan scarcity flash sale berpengaruh signifikan terhadap impulse buying. Selain itu, attitude towards flash sale mampu memediasi hubungan antara flash sale characteristic dan scarcity flash sale terhadap impulse buying.

Item Type: Thesis (Tesis)
Creators:
CreatorsNomor Induk Mahasiswa (NIM)Email
Forever, FebiwenesyaNIMB2041211006UNSPECIFIED
Subjects: 600 – Teknologi (Ilmu Terapan) > 650 Manajemen dan hubungan masyarakat > 658 Manajemen umum
Divisions: Fakultas Ekonomi > Manajemen S2
Depositing User: Rudiarti Rudiarti
Date Deposited: 27 Dec 2024 08:02
Last Modified: 27 Dec 2024 08:02
URI: http://36.95.239.66/id/eprint/1859

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