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Hari Sukarno
Jurusan Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Jember
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Journal : VALUE: Journal of Business Studies

 1 
PENGARUH PROMOSI FLASH SALE DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PADA KONSUMEN SCARLETT DI JEMBER Wulandari, Deasy; Utami, Mega; Sukarno, Hari; Subagio, N. Ari; Indraningrat, Ketut
VALUE: Journal of Business Studies Vol. 4 No. 1 (2025): VALUE : Journal of Business Studies
Publisher : Study Program of Management Faculty of Economics and Business University of Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/value.v4i1.49224

Abstract

This research was conducted on consumers who had bought Scarlett in Jember. The aim is to determine the influence of consumers who wish to buy and decide to buy which is influenced by the flash sale promotions and brand ambassadors used by Scarlett. Data collection The method used was a questionnaire with a purposive sampling technique of 190 respondents from Jember who had purchased Scarlett at least once and were aged 20 years and over. Hypothesis test using path analysis with the help of SPSS 25. The results of this study state that: 1) Partial flash sale promotions have a significant influence on buying interest. 2) Brand ambassadors partially have a significant influence on purchasing interest. 3) Partial purchasing interest has a significant influence on purchasing decisions. 4) Partial flash sale promotions have a significant influence on purchasing decisions. Tourist experiences have a positive and significant effect on intention to visit again. 5) Brand ambassadors partially have a significant influence on purchasing decisions. 6) Flash sale promotions partially have a significant effect on purchasing decisions through purchase interest. 7) Brand ambassadors partially have a significant influence on purchasing decisions through purchase interest.
Co-Authors Abdul Muhsyi Agus Priyono Agus Priyono Ahmad Roziq Alif Mirzania Ana Mufida Azzam, Naufal Choirin Nikmah Cintia, Alif Deasy Wulandari Diah Yulisetiarini Diniyya, Aulia Arifatu Elviera Mayarani Firmansyah, Yusril Fitriana, Nurul Isnaini Hadi Paramu Hairul Anwar Hairul Anwar, Hairul Hikmah Wardatatul Hasanah Hisamudin, Nur Imam Suroso Isti Fadah Ketut Indraningrat Khanifatul Khusna Maria Dewi Kartikasari Masruroh, Nikmatul Mohammad Dimyati Mukhsin, Muhammad N. Ari Subagio N. Ari Subagio Neny Tri Indrianasari Novi Puspitasari Novi Puspitasari Novita, Dita Ayu Nugroho, Ratna Pratiwi Nurhayati Nurhayati Nursaidah Nurshadrina Kartika Sari Nurul Alviah Nurul Awwaliyah Pangastutik, Langgeng Sri Paramui, Hadi Pujiono, Dodik Slamet Putra, Mohamad Hengki Riaran Safira, Firjin Salma Fauziyyah Salma Fauziyyah Santi Dwie Lestari Siti Fatimah Siti Maria Wardayati Sri Wahyu Lelly Hana Setyanti Subagio, Ari Subagio, N Ari Susanti Prasetiyaningtiyas Syafi'i, Moch. Tatang Ary Gumanti Umi Cholifah Utami, Mega Vivi Arsita Wulandari Yeremia von Savigny Yulianto Umar Rofi’i Yulihantini, Dinna Tri Yundari, Yundari Yusril Firmansyah