<![CDATA[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.]]>
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