Pengaruh price discount, free shipping dan flash sale terhadap impulse buying di e-commerce pada saat event marketing

Iglesias, Angelica Natasya (2024) Pengaruh price discount, free shipping dan flash sale terhadap impulse buying di e-commerce pada saat event marketing. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the effect of price discounts, free shipping and flash sales on impulse buying in e-commerce during marketing events. The data used in this study are primary data obtained from questionnaires. The population of this study are consumers who make purchases more than once and suddenly or unplanned in e-commerce during marketing events. The sampling technique used was purposive sampling method and the sample used was 123 respondents. The data analysis techniques used are validity test, reliability test, classical assumption test consisting of normality test, multicollinearity test and heteroscedaticity test, multiple linear analysis and hypothesis testing consisting of t test and coefficient of determination, the results showed that price discount and flash sale have a positive and significant effect on impulse buying, while free shipping has a positive and insignificant effect on impulse buying during event marketing in e-commerce.

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