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All Journal Jurnal Mirai Management
Wendi Souisa
(Orc ID : https://orcid.org/0000-0003-0155-2555) (Sinta ID : 6675772) STIE Amkop Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Flash Sale Dan Citra Merek Terhadap Pembelian Impulsif Pada Marketplace Lazada Wendi Souisa
Jurnal Mirai Management Vol 7, No 2 (2022)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v7i2.2742

Abstract

Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh flash sale dan citra merek terhadap pembelian impulsif pada Marketplace Lazada. Metode analisis data yang digunakan adalah uji t dan uji f dengan menggunakan analisis regresi berganda. Obyek penelitian adalah mahasiswa jurusan Administrasi dan Bisnis pada Politenik Negeri Ambon sebanyak 100 orang. Hasil penelitian menunjukkan bahwa flash sale dan citra merek berpengaruh postif dan signifikan terhadap pembelian impulsif pada marketplace Lazada. Jika dilihat dari uji parsial, variabel Flash Sale memiliki pengaruh yang lebih besar terhadap pembelian impulsif pada Marketplace Lazada, dibandingkan variabel citra merek. Kata Kunci : Flash Sale, Citra Merek, Pembelian Impulsif Abstract This study aims to analyze the effect of flash sales and brand image on impulse purchases on the Lazada Marketplace. The data analysis method used is t test and f test using multiple regression analysis. The object of research is 100 students majoring in Administration and Business at the Ambon State Polytechnic. The results showed that flash sales and brand image had a positive and significant effect on impulsive purchases on the Lazada marketplace. When viewed from the partial test, the Flash Sale variable has a greater influence on impulsive purchases on the Lazada Marketplace, compared to the brand image variable. Keywords: Flash Sale, Brand Image, Impulsive Purchase
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