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All Journal International Journal of Economics and Management Research
Azhari Utami, Putri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Scarcity on Flash Sale Against Impulsive Buying and Shopping Enjoyment with Attitude to Wards Flash Sale as a Mediating Variable on Shopee Users Azhari Utami, Putri; Thaib, Ilham
International Journal of Economics and Management Research Vol. 3 No. 3 (2024): December : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v3i3.429

Abstract

This study aims to examine the influence of scarcity on flash sales on impulse buying and shopping enjoyment, with attitude toward flash sales as a mediating variable. The research was conducted on 130 Shopee customers in Padang City who had previously participated in flash sale programs. Data collection was carried out through a survey by distributing questionnaires via Google Forms. The data analysis technique used is Structural Equation Modeling (SEM). Based on the hypothesis testing stages, it was found that attitude toward flash sales and scarcity on flash sales did not have a significant effect on impulse buying. Furthermore, in the direct effect testing stage, scarcity on flash sale was found to have a positive and significant effect on attitude toward flash sale and shopping enjoyment. The hypothesis testing results also show that shopping enjoyment has a positive effect on impulse buying. Meanwhile, in the indirect effect testing, shopping enjoyment was found to mediate the relationship between scarcity on flash sales and impulse buying.
Co-Authors Thaib, Ilham