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All Journal Formosa Journal of Multidisciplinary Research (FJMR)
Faturrohman, M.Deisry
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Social Sciences

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The Influence of Flash Sales, Viral Marketing and Electronic Word of Mouth (E-WOM) on the Purchase Intention of Z Generation in Online Shopping on Tiktok Shop Marketplace Faturrohman, M.Deisry; Widarta
Formosa Journal of Multidisciplinary Research Vol. 3 No. 7 (2024): July 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v3i7.10093

Abstract

The primary goal of this study is to determine the impact of Flash Sales, Viral Marketing, and Electronic Word of Mouth (E-WOM) on Purchase Intention in the TikTok Shop Marketplace. The research sample consisted of 100 respondents determined using purposive sampling. Multiple linear regression was the analytical tool utilized. According to the research findings, Flash Sales have little effect, however Viral Marketing and Electronic Word of Mouth (E-WOM) have a favorable and significant effect on Purchase Intention. The results and discussion of the study that the Flash Sale variable does not significantly affect purchase intention. This indicates that Flash Sale is not a primary factor influencing Purchase Intention.
Co-Authors Widarta