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All Journal Mutiara: Multidiciplinary Scientifict Journal Bisnis Manajemen dan Keuangan
Putri Ekanova, Angga
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Arts Humanities Economics, Econometrics & Finance Industrial & Manufacturing Engineering Materials Science & Nanotechnology Mathematics Mechanical Engineering Social Sciences

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Journal : Bisnis Manajemen dan Keuangan

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Pengaruh Hedonic Shopping Motivation, Flash Sale, Dan Viral Marketing Terhadap Impulse Buying Pada Konsumen E- Commerce Shopee Dita, Oktaviani Marsha; Handrijaningsih, Lies; Putri Ekanova, Angga; Anisah, Anisah; Mariani, Septi
Bisnis Manajemen dan Keuangan Vol 2, No 2 (2025): Bismaku - July 2025
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/bismaku.2025.v2i2.14164

Abstract

Technological developments have had a significant impact on buying and selling transactions through marketplace platforms such as e-commerce Shopee. Shopee offers various interesting and popular products in Indonesia. This research aims to analyze the influence of hedonic shopping motivation, flash sales, and viral marketing on impulse buying among Shopee consumers, both simultaneously and partially. The research results show that hedonic shopping motivation, flash sales, and viral marketing have a simultaneous or partial effect on impulse buying. And the Flash sale variable is the most dominant variable in impulse buying among Shopee consumers
Co-Authors Anisah Anisah Anisah Dita, Oktaviani Marsha Lies Handrijaningsih Mariani Tisa Ramadhani, Septi Septi Mariani, Septi