Pengaruh Live Shopee dan Flash Sale terhadap Keputusan Pembelian Produk Skincare Somethinc di Marketplace Shopee

Sari, Desi Ardita (2025) Pengaruh Live Shopee dan Flash Sale terhadap Keputusan Pembelian Produk Skincare Somethinc di Marketplace Shopee. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the effect of Shopee live and Flash sale on purchasing decisions of Somethinc skincare products in the Shopee Marketplace. The research used a quantitative method with a sample of 126 respondents in Palembang who had purchased Somethinc products through Shopee live and Flash Sale. Data analysis was conducted using multiple linear regression with SPSS version 24. The results indicate that Shopee live has a positive and significant effect on purchasing decisions. Similarly, Flash sale has a positive and significant effect on purchasing decisions. Simultaneously, both variables significantly influence the purchasing decisions of Somethinc products in Shopee.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Shopee live, Flash sale, Purchasing Decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Desi Ardita Sari
Date Deposited: 21 Oct 2025 06:46
Last Modified: 21 Oct 2025 06:46
URI: http://eprints.ukmc.ac.id/id/eprint/14987

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