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Submitted
12 September 2022
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15 September 2022
Published
15 September 2022
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Abstract

Meningkatnya pembelian melalui situs e-commerce membuat suatu fenomena dimana pembeli merasakan kenikmatan belanja dan banyak yang melakukan pembelian spontan tidak terencana yang sering disebut dengan pembelian impulsif, oleh karena itu penelitian ini ditujukan untuk menganalisis faktor-faktor apa saja yang mempengaruhi pembelian impulsif dan shopping enjoyment pada mahasiswa pengguna Shopee di Yogyakarta. Penelitian ini menggunakan metode kuantitatif dan teknik purposive sampling diterapkan untuk memilih sampel yang menghasilkan 240 tanggapan yang valid. Data dianalisis menggunakan metode PLS-SEM dengan software SMART PLS dan menemukan hasil bahwa perceived scarcity, hedonic shopping motive, berpengaruh secara tidak langsung melalui attitude toward flash sale terhadap impulse buying, dan shopping enjoyment. Sedangkan perceived perishability, tidak berpengaruh terhadap attitude toward flash sale. Hasil dari penelitian skripsi ini dapat dijadikan masukkan dan bahan pertimbangan pihak e-commerce untuk dapat mempertahankan batasan produk yang dijual, dan mengkaji kembali durasi efektif yang harus dipakai saat flash sale.

Keywords

flash sale hedonic shopping motive impulse buying perceived perishability perceived scarcity shopping enjoyment

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Copyright (c) 2022 Intan Renita, Budi Astuti

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Renita, I., & Astuti, B. (2022). Pengaruh Program Flash Sale terhadap Pembelian Impulsif dan Shopping Enjoyment pada Mahasiswa di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(4), 109–120. Retrieved from https://journal.uii.ac.id/selma/article/view/25450
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