Devica, Sadana (2020) Persepsi Konsumen Terhadap Flash Sale Belanja Online Dan Pengaruhnya Pada Keputusan Pembelian. Jurnal Bisnis Terapan, 4 (1). pp. 47-56. ISSN 2580-4928; e-ISSN 2597-4157
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Abstract
This study aims to determine how consumers' perceptions of flash sale promotion programs and how their effects on purchasing decisions. This research was conducted on 145 respondents and for data analysis techniques using confirmatory factor analysis (CFA) and regression analysis. Seven indicators of consumer perception examined are flash sale online shopping is a good deal price for consumers, flash sale online shopping really offers cheap product prices, products offered at the time of online flash sale shopping remain cheaper even in stores/retail also offers discounted price promotions, the products offered during flash sale online shopping are good quality products, products offered at the time of flash sale online shopping are very diverse (varied), shopping online at the time of flash sale is very safe (from the aspect of product authenticity, payment methods and shipping processes), and shopping online at the time of flash sale is very easy and practical. The results of the study indicate that consumer perceptions have a positive and significant effect on purchasing decisions. Sometimes consumers even make purchases without prior planning (impulse buying) when they find out there is a flash sale promo.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | promotion, flash sale, e-commerce |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Polytechnic > Diploma in Marketing |
| Depositing User: | SADANA DEVICA |
| Date Deposited: | 21 Jul 2020 05:07 |
| Last Modified: | 24 Mar 2021 16:25 |
| URI: | http://repository.ubaya.ac.id/id/eprint/37913 |
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