Pengaruh Program Flash Sale terhadap Perilaku Impulsive Buying Konsumen Marketplace

Dermawansyah Darwipat(1*), Agus Syam(2), Marhawati Marhawati(3),

(1) Universitas negeri makassar
(2) Universitas Negeri Makassar
(3) Universitas Negeri Makassar
(*) Corresponding Author




DOI: https://doi.org/10.26858/je3s.v1i2.18635

Abstract


This study aims to determine the effect of flash sales on the impulsive buying behavior of marketplace consumers in women. This research is categorized as a quantitative descriptive study with a simple regression approach. The population in this study were 347 female students, and a sample of 54 female students was obtained. Data collection was carried out using observation, documentation and questionnaire techniques. The analysis technique used is simple linear regression. The results of this study indicate that the survey conducted on students of the Department of Economics education resulted in the conclusion that flash sales have a significant effect on impulsive buying.

Full Text:

PDF

References


Agrawal, S. dan Abhinav S. S. 2016. Flash Sales–The Game Changer in Indian ECommerce Industry”. International Journal of Advance Research and Innovation, 4(1), 192-195.

Arikunto. 2010. Suharsimi Arikunto.pdf. In Prosedur Penelitian Suatu Pendekatan Praktik-Revisi ke X.

Banks, J., Blundell, R., & Lewbel, A. 1997. Quadratic Engel Curves snd Consumer Demand. Review of Economics and Statistics. https://doi.org/10.1162/003465397557015

Chaffey, D., & Bosomworth, D. 2013. Digital marketing strategy planning template. Smart Insights.

Dhurup, M. 2014. Impulsive Fashion Apparel Consumption: The Role of Hedonism, Fashion Involvement and Emotional Gratification in Fashion Apparel Impulsive Buying Behaviour in a Developing Country. Mediterranean Journal of Social Sciences. https://doi.org/10.5901/mjss.2014.v5n8p168

Lokadata. 2019. Jumlah investor pasar modal Indonesia, 2012-Agustus 2019. Lokadata.

Park, E. J., Kim, E. Y., & Forney, J. C. 2006. A structural Model of Fashion-Oriented Impulse Buying Behavior. Journal of Fashion Marketing and Management. https://doi.org/10.1108/13612020610701965

Peck, J., & Childers, T. L. 2006. If I Touch it I Have to hHave it: Individual and Environmental Influences on Impulse Purchasing. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2006.01.014

Kotler, P., & Keller, K. L. 2016. Marketing Management. Global Edition (Vol. 15E). https://doi.org/10.1080/08911760903022556eting Management. In Global Edition.

Prihastama. 2016. Pengaruh Price Discount dan Bonus Pack terhadap Keputusan Impulse Buying pada Pt. Toyota Auto 2000 Cabang Sisingamangraja Medan Nasi. Journal of Business Studies.

Turban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. 2012. Electronic Commerce: a Managerial and Social Networks Perspective 2012. In Commerce A Managerial Perspective (5th ed.)


Article Metrics

Abstract view : 2424 times | PDF view : 774 times

Refbacks

  • There are currently no refbacks.


Indexed By:

    

 

Editorial Address: 

Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Jalan Raya Pendidikan, Gedung BT Lantai 2, Kampus UNM Gunung Sari Baru, Kelurahan Tidung, Kecamatan Rappocini, Makassar, South Sulawesi, Indonesia, 90222

Email: je3s@unm.ac.id

  

Creative Commons License
Journal of Economic Education and Entrepreneurship Studies (JE3S) is licensed under a Creative Commons Attribution 4.0 International License.