Jurnal Mantik
Vol. 7 No. 1 (2023): May: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)

The impact of flash sales and brand image on purchase intention and its impact on purchase decision

Rita Rita (Universitas Bina Nusantara, Jakarta, Indonesia)
Denisa Natalia Guinardi (Universitas Bina Nusantara, Jakarta, Indonesia)

Article Info

Publish Date
30 May 2023

Abstract

The current era of real and virtual worlds has developed rapidly, this has encouraged many industries to make changes, especially in the technology industry and sales including the marketplace. Indonesia is dominated by many marketplaces, one of the largest is Tokopedia. This study aims to find out whether there is an effect of the Flash Sale , Brand Image, program on Purchase Intention, and its impact on Purchase Decision users of D-Link products by targeting 97 respondents. This study uses the SPSS test and it is known that Flash Sale affects Purchase Intention and Purchase Decision while Brand Image affects Purchase Intention and does not affect Purchase Decision directly.

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Journal Info
Jurnal Mantik
Website

Abbrev

mantik

Publisher

Institute of Computer Science

Subject

Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

Description

Jurnal Mantik (Manajemen, Teknologi Informatika dan Komunikasi) is a scientific journal in information systems/informati containing the scientific literature on studies of pure and applied research in information systems/information technology,Comptuer Science and management science and public ...