Strategi pemasaran: Flash Sale dan Live Streaming terhadap keputusan pembelian impulsif pada platform e-commerce
DOI:
https://doi.org/10.58191/jomel.v5i1.372Kata Kunci:
flash sale, Streaming langsung, Keputusan pembelian impulsifAbstrak
Fenomena penggunaan flash sale dan live streaming semakin mendominasi strategi pemasaran di dunia digital, terutama di masa pandemi yang memaksa banyak kegiatan beralih ke platform daring. Penelitian ini bertujuan untuk mengeksplorasi lebih dalam pengaruh kedua faktor tersebut terhadap keputusan pembelian impulsif pada platform e-commerce. Populasi penelitian ini adalah pengguna platform Shopee di Kota Makassar, dengan sampel sebanyak 100 responden yang dipilih menggunakan metode non-probability sampling. Hasil penelitian menunjukkan bahwa secara parsial dan simultan, Flash Sale dan Live Streaming berpengaruh signifikan terhadap keputusan pembelian impulsif pada platform e-commerce.Referensi
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