PENGARUH PROGRAM FLASH SALE TERHADAP PEMBELIAN IMPULSIF DAN SHOPPING ENJOYMENT
Keywords:
Flash sale, Impulse Buying, Shopping Enjoyment, MarketplaceAbstract
The purpose of this study was to test the effect of flash sale program variables on impulsive purchases and shopping enjoyment in the Bojong Gede District community. This study uses a descriptive quantitative approach, which is measured using a multiple linear regression-based method with SPSS 25. The population of this study in the Bojong Gede District community was 263,642. The sample was determined based on the purpose sampling method, with a sample size of 100 in the Bojong Gede District community for observation. The data used in this study were secondary data. The data collection technique used the questionnaire method. Hypothesis testing using Multiple Linear Tests, t-tests, and Determination Coefficients. The results of this study suggest that partially the flash sale program variable has an effect on impulsive purchases and shopping enjoyment.
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