The Effect of Flash Sale and Discount Towards Impulsive Buying (Study on Shopee Users)

  • Rhani Nastiti Management Departement, Faculty of Economics, University of Singaperbangsa Karawang
DOI: https://doi.org/10.32424/1.jame.2020.22.4.3092

Abstract

The purpose of this study is to explain the effect of flash sale and discount towards impulsive buying on Shopee users. This study used path analysis to determine the description of the variables studied and their effects, either directly, indirectly, partially or simultaneously on endogenous variables. Based on the results of the study indicate that there is the partial effect of flash sale and discount towards impulsive buying. Based on the the results of the study also showed that there is a positive effect simultaneously of flash sale and price discount towards impulsive buying in amount of 0,513 or  51,3%. Then the rest has amount of 0,487 so that the effect of variables not used in this variable has amount of 48,7% such as for example service quality, marketing costs, personal selling, and others.

Published
2020-12-31
How to Cite
NASTITI, Rhani. The Effect of Flash Sale and Discount Towards Impulsive Buying (Study on Shopee Users). Jurnal Akuntansi, Manajemen dan Ekonomi, [S.l.], v. 22, n. 4, p. 1-8, dec. 2020. ISSN 2620-8482. Available at: <http://jos.unsoed.ac.id/index.php/jame/article/view/3092>. Date accessed: 20 apr. 2024. doi: https://doi.org/10.32424/1.jame.2020.22.4.3092.
Citation Formats
Issue
Vol 22 No 4 (2020): Oktober - Desember 2020
Section
Articles