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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal of Management and Creative Business
M. Fikri Aulia Rahman
Sekolah Tinggi Ilmu Ekonomi Wiyatamandala
Decision Sciences, Operations Research & Management

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Pengaruh Iklan, Flash Sale, Ketersediaan Produk, dan Ulasan Produk terhadap Keputusan Pembelian pada Marketplace Shopee M. Fikri Aulia Rahman; Liestyaningrum Rahmadhani Wisnu Putri
Journal of Management and Creative Business Vol. 4 No. 4 (2026): Oktober : Journal of Management and Creative Business
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jmcbus.v4i4.7605

Abstract

This study aims to analyze the partial and simultaneous effects of advertising, flash sales, product availability, and product reviews on purchase decisions in the Shopee marketplace. Employing an associative quantitative approach grounded in the Stimulus-Organism-Response (S-O-R) theory, data were gathered via Google Form questionnaires from 160 Generation Z respondents selected through purposive sampling. The data analysis was conducted using multiple linear regression with IBM SPSS Statistics. The partial test results reveal that advertising, flash sales, and product reviews have a positive and significant impact on purchase decisions. Conversely, product availability shows no significant effect, as digital consumers can seamlessly switch to alternative competitors within seconds. Simultaneously, all four independent variables significantly influence consumers' purchase decisions, contributing an R Square value of 60.6%. These findings highlight the importance of integrating visual promotional stimuli, price urgency tactics, and social proof from customer reviews to drive buying actions. The managerial implication suggests that marketplace sellers must optimize creative ad management, implement periodic promotional schedules, and maintain positive reviews to sustainably increase purchasing decision.
Co-Authors Liestyaningrum Rahmadhani Wisnu Putri