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All Journal Ekonomi Bisnis UG Journal Prosiding PESAT Ultima Management : Jurnal Ilmu Manajemen Ilomata International Journal of Social Science Formosa Journal of Multidisciplinary Research (FJMR) Jurnal Pengabdian Masyarakat Bangsa Mutiara: Multidiciplinary Scientifict Journal Bisnis Manajemen dan Keuangan
Lies Handrijaningsih
Universitas Gunadarma
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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 Afriansyah, Rizky Agustin, Sri Kurniasih Angga Putri Ekanova Angga Putri Ekanova Anisah Anisah Anisah Bagasadi Syabani Wibisono Budi Utami Christera Kuswahyu Indira Desti Dirnaeni Dita, Oktaviani Marsha Hernama Hernama Hernama, R. Iman Murtono Soenhadji Irfan Ardiansyah Izdihar Adinda Dwi Amany Kharisma Citra Amelia, Kharisma Citra Krisna Rendi Awalludin Lia Purwati, Lia Maria Y. Aryati Wahyuningrum Mariani Tisa Ramadhani, Septi Mariani TR, Septi Martani Martani Nurrahman, Ichsan Perdana, Endika Permanasari, Astried Pujangga, Fatwa Puspitasari, Selvia Norma Putri Ekanova, Angga Ramadhani, Septi Mariani Tis'a S. Tiwi Anggraeni Sariyati, Sariyati Septi Mariani Tisa Ramadhani Septi Mariani TR Septi Mariani, Septi Sri Hermawati Sri Murtiasih Suhendra, Susi Tamaulina Br Sembiring Titi Nugraheni Utomo, Ely Sapto