Fardani, Laelly Kusuma Ayu (2026) Pengaruh Citra Merek dan Flash Sale Terhadap Minat Beli Konsumen Produk Skincare Glad2glow pada E-Commerce Shopee di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine and analyze the influence of brand image and flash sale on consumers’ buying interest in Glad2Glow skincare products on the Shopee e-commerce platform in Surabaya City. This research used a quantitative approach with an associative research type. Data collection was carried out through the distribution of questionnaires using a Likert scale to respondents who are Shopee users in Surabaya City. The sampling technique applied in this study was purposive sampling with a total of 160 respondents who met the research criteria. Data analysis was conducted using SPSS through instrument testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing including the t-test, F-test, and coefficient of determination. The results of the study indicate that brand image and flash sale simultaneously have a positive and significant effect on consumers’ buying interest in Glad2Glow skincare products on Shopee. Partially, brand image has a positive and significant effect on buying interest. In addition, flash sale also has a positive and significant effect on consumers’ buying interest. Both variables are able to explain most of the variation in consumers’ buying interest, while the remaining variation is influenced by other factors outside the variables examined in this study. Keywords: Brand Image, Flash Sale, Purchase Intention, E-commerce, Shopee
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Laelly Kusuma Ayu Fardani | ||||||||
| Date Deposited: | 25 May 2026 03:33 | ||||||||
| Last Modified: | 25 May 2026 07:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52367 |
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