Bisnis Manajemen dan Keuangan
Vol 2, No 2 (2025): Bismaku - July 2025

Pengaruh Hedonic Shopping Motivation, Flash Sale, Dan Viral Marketing Terhadap Impulse Buying Pada Konsumen E- Commerce Shopee

Dita, Oktaviani Marsha (Unknown)
Handrijaningsih, Lies (Unknown)
Putri Ekanova, Angga (Unknown)
Anisah, Anisah (Unknown)
Mariani, Septi (Unknown)

Article Info

Publish Date
06 Jun 2025

Abstract

Technological developments have had a significant impact on buying and selling transactions through marketplace platforms such as e-commerce Shopee. Shopee offers various interesting and popular products in Indonesia. This research aims to analyze the influence of hedonic shopping motivation, flash sales, and viral marketing on impulse buying among Shopee consumers, both simultaneously and partially. The research results show that hedonic shopping motivation, flash sales, and viral marketing have a simultaneous or partial effect on impulse buying. And the Flash sale variable is the most dominant variable in impulse buying among Shopee consumers

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Journal Info
Bisnis Manajemen dan Keuangan
Website

Abbrev

bismaku

Publisher

Universitas Gunadarma

Subject

Humanities Economics, Econometrics & Finance Social Sciences

Description

BISMAKU adalah Jurnal Bisnis Manajemen Keuangan Universitas Gunadarma. Jurnal ini diterbitkan dua kali setahun pada bulan Januari dan Juli. Bismaku menerbitkan artikel di bidang manajemen yang memberikan kontribusi terhadap pengembangan ilmu manajemen bisnis meliputi manajemen pemasaran, manajemen ...