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Journal : J-MAS (Jurnal Manajemen dan Sains)

Pengaruh Flash Sale dan Live Streaming terhadap Pembelian Impulsif pada Marketplace Shopee di Kota Surabaya Al Jonet, Arfad Syuqi Hikam; Purwanto, Sugeng; Ariescy, Reiga Ritomiea
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 1 (2024): April
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i1.1598

Abstract

Current technological developments can change society to become modern and practical, for example the emergence of online shopping trends, such as on one of the online shopping platforms in Indonesia, namely Shopee. The Shopee marketplace offers various promotions such as flash sales and live streaming to attract consumers to make impulsive buying. The aim of this research is to test the effect of flash sales and live streaming on impulse buying on the Shopee marketplace in the city of Surabaya. The population in this research are consumers who have watched live streaming and are aware of the flash sale program on the Shopee marketplace domiciled in the city of Surabaya. This research used a quantitative approach by distributing questionnaires to 108 respondents via Google Forms. Research variables were measured using the Likert scale assessment technique levels 1-5. The analysis used in this research is Partial Least Square (PLS). This research shows the results that flash sales and live streaming have a significant positive effect on impulse buying on the Shopee marketplace in the city of Surabaya.
Co-Authors - Istyarini - Nurussa’adah Adeyawarman, Aldo Nugraha Adiatmaputra, Anindyo Pradipto Africo Ramadhani Agus Supriyanto Aidhaningtyas, Fera Tri Al Abid, Muhammad Lailul Muzakky Al Jonet, Arfad Syuqi Hikam Alam, Hakim Bima Ardimas Alamsah, Hafid Akmal Aliyah, Siti Maslikhatun Amriel, Egan Evanzha Yudha Andy Ardian Ardiansyah, Kharisma Eka Ardianta, Armanda Arimawasti, Indi Asep Ardiyanto Astutik, Dyah Nur Astutik, Retno Dwi Asyhari Asyhari, Asyhari Aziza, Umma Latifa Nur Baiqun Isbahi, Muhammad Baskoro Pandu Aji Christiano, Nicolas Raynato Crespo, Alan Deden Saepul Alfarisi Dennis Dwi Kurniawan Dhani Ichsanuddin Nur Dody Tri Iwandana Dody Tri Iwandana Dzayanti, Nour Icha Endang Yuliani Rahayu Fahrur Rozi Fakhruddin , Yusuf Risfian Febriyanti, Gita Ayu Festiawan, Rifqi Gancar Candra Premananto Garut, Albertyano Gilang Hadi Raharjo, Raden Johnny Hamiseno, Alriga Rakareyhan Heri Triluqman Budisantoso Hermawan, Tedi Hindun, Kiftiah Hoesana Dian Dewi Andalas Idha Nurhamidah, Idha Idriz, Mesut Ilfiani , Pratiwi Dian Ilfiani, Pratiwi Dian Istiqomah, Aisa Fadhilatul Istyarini - Istyarini Istyarini, Istyarini Jajang Jajang Kartika Pertiwi, Tri Kasprabowo, Teguh Katharina Rustipa Khurrohman, Moch Fath Kusuma, Zidane Fernanda Lestiyani, Dhea Nofa Liliek Soepriatmadji Lina Damayanti, Lina Madania, Sarah Putri Maharani, Kirana Aurelia Julianne Mandasari, Virginia Moch Fath Khurrohman Mufakkirul Ardi Muhadjir Anwar Muhammad Muhajirin Muhammad Rafli Mumtaz, Annisa Murtazah, Izah Bana Najimuddin, Didin Nanda, Fitri Agung Nordianto, Akhmad Farhan Novitasari, Mayhana Dwi Novriansyah Novriansyah, Novriansyah Nurdiyanta, Mohammad Fadel Diza Nurul Izzah, Berliana Nurussaadah - Nurussa’adah, - Oktavianto, Nanang Olczewski, Prully Stanislous Pamuji Sukoco Pasca Tri Kaloka Pratama, Rafliansyah Premananto, Gancar C Pujiati, Siti Robingah Pujiati, Siti Robingah Putri, Brilivena Clarissa Aurora Putri, Meylani Yulia Raharjo, Raden Johnny Hadi Reiga Ritomiea Ariescy, Reiga Ritomiea Reza Wahyuaji, Muhammad Adrian Rini, Hesty Prima Riris Setyo Sundari Riyanti Putri, Rindiantika Adinda Rizka Nur Khanifah Rokhim, M Khoirul Nur Rosyidah, If'idatur Safitri, Ismi Dwi Salsabila, Aurelia Satriawansyah, Tri Sembiring, Rinawati Sofwan, Mochammad Syamsudin Sofya, Dini Nur Soni Nopembri Sri Hartini Sugara, Zona Icashya Sugiharti Mulya Handayani Sujarwo , Sujarwo Sujarwo Sujarwo Sulistio, Basuki Suripto Suripto Susilo, Sophie Tiara Syamsya, Syabania Qowi Nur Tata Sutabri Tripambudi, Bagus Wahyu Uun Siti Khoiriyah, Uun Siti Wahzudik, Niam Wakid, Ahmad Hasan Widha Srianto Wirasakti, Muhammad Revandra Yulia Putri, Meylani Yuyun Ari Wibowo Zain, Muhammad Zaki Zainal Abidin Zumrotul Fitriyah, Zumrotul