Mamlu’ah, Savira Maslihatul (2024) Pengaruh Flash Sale dan Ongkos Kirim Gratis Terhadap Pembelian Implusif Melalui Emosi Positif Sebagai Variable Intervening (Studi Kasus Pengguna Aplikasi Shopee di Wilayah Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine and analyze the effect of flash sales and free shipping on impulsive purchases through positive emotions as an intervening variable on Shopee application users in the Surabaya area. This study uses a quantitative research method with data collection techniques using questionnaires distributed online using purposive sampling techniques. The results of this study on the first hypothesis (flash sales on positive emotion variables) and the sixth hypothesis (flash sales on impulsive purchases through positive emotions) do not have a significant effect, while for the second to seventh hypotheses the results have a significant effect. Flash sales and free shipping can be more effective tools in improving the shopping experience, which ultimately contributes to consumer impulsive buying behavior. This study also shows that marketing strategies that rely on flash sales alone must be considered carefully, because although effective in triggering impulsive purchases, they do not always create a strong emotional impact on consumers.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Unnamed user with email 20042010027@student.upnjatim.ac.id | ||||||||
| Date Deposited: | 10 Dec 2024 07:01 | ||||||||
| Last Modified: | 10 Dec 2024 07:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32710 |
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