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Neni, Neni
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Journal : E-JRM

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Pengaruh Flash Sale, Live Streaming, Dan Hedonic Shopping Motivation Terhadap Impulse Buying Pengguna Shopee (Studi Kasus Mahasiswa Universitas Islam Malang) Neni, Neni; Basalamah, Muhammad Ridwan; Wahyuningtyas, Nanik
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 13 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This research investigates the effects of Flash Sale, Live Streaming, and Hedonic Shopping Motivation on impulse buying behavior among Shopee users, specifically focusing on students from an Islamic University. The study employs a quantitative approach, utilizing a Ferdinand formula with a sample of 85 respondents. Data analysis was conducted using SPSS, covering tests for normality, classical assumptions, hypothesis testing, multiple linear regression, and the adjusted R² coefficient. The findings indicate that Flash Sale does not affect impulse buying, while Live Streaming and Hedonic Shopping Motivation both have a significant impact on impulse buying. Keywords: Flash Sale, Live Streaming, Hedonic Shopping Motivation, Impulse Buying
Co-Authors 'Aisy, Bilqiis Rihhadatul Ahmad Mustafa Aisyah, Iseu Siti Akla, Nurfitri A'tul Al Fathir, Muhammad Willy Andy Muharry Annashr, Nissa Noor Asmawati Asmawati Aziz Bisri, Farhan Nur Bahtiar, . Basalamah, Muhammad Ridwan Basori Basori Cakra, Cakra Dewi Hasanah Dian Dian Dwiyanti, Nila Sari EDI SAPUTRA Ekafitrianda, J. M. Fathoni, Sulthon Faturahman, Yuldan Fauziah, Zahroh Tsamrotul Fitrian, Harry Pribadi Fitriani, Siti Khoriah Ghaffar, Mufti Hafiz, Muhammad Suma Hafizon, Ahmad Handayani, Satri Hizbulloh, Muhammad Jaisy Iseu Siti Aisyah Ivanda, Salsa Bila Jessica, Melia Judeslianti, Judeslianti Lutfiana, Alisya Marchelina, Nova Mariza, Ana marwan, iis Maula, Yusrina Ni'mal Natasha, Frieska Aulia Neneng Hasanah Nur Lina Nurjamilah, Mila Prima Endang Susilowati Rahayu, Evi Restu, Yanto Maulana Romdhani, Andhy Salahuddin Salahuddin Siregar, Maralottung Siti Halimah Sri Maywati Sri Wahyuni Sunra, La Syahri Ramadhan, Syahri Tazkia, Khairunnisa Triwahyuni, Firly Utami, Annisa Dwi Wahyuningtyas, Aulia Putri Wahyuningtyas, Nanik Wardani, Yusrima Syamsina Wulandari, Safira Laila Yogaswara, Dadan Yulmiftiyanto, Lutfi Yunianto, Andi Eka Zikraini Syafitri, Ruhul