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Faktor Penentu Yang Mempengaruhi Niat Beli Konsumen Pada Online Flash Sale Di Shopee

Author

Listed:
  • Mufidah Nafaturrahmah
  • Budi Astuti

Abstract

Dalam kurun satu dekade, marketplace telah jauh berkembang dengan pesat. Hal ini tidak luput dari kegiatan promosi pada sejumlah perusahaan dagang berbasis elektronik, salah satunya kegiatan online flash sale (OFS). Penelitian tentang OFS masih jarang dilakukan di Indonesia, oleh karena itu penelitian ini ditujukan untuk menganalisis faktor pengaruh niat pembelian pada online flash sale di Shopee. Variabel yang digunakan adalah tekanan waktu, sebagai bagian dari keterbatasan yang diciptakan dari OFS, serta keterlibatan produk dan nilai yang dirasakan konsumen. Nilai yang dirasakan berupa nilai harga, fungsional, emosional, dan sosial. Penelitian ini menggunakan data primer, yakni meninjau langsung pada pengguna Shopee untuk menunjang analisis secara konkret melalui analisis regresi berganda. Hasil penelitian yang digambarkan berkontribusi dalam penelitian lanjutan dan kualitas kegiatan online flash sale di Shopee sehingga dapat dijadikan bahan pertimbangan dalam mengembangkan strategi pemasaran. Kata Kunci: online flash sale, tekanan waktu, keterlibatan produk, nilai yang dirasakan, niat beli.

Suggested Citation

  • Mufidah Nafaturrahmah & Budi Astuti, 2023. "Faktor Penentu Yang Mempengaruhi Niat Beli Konsumen Pada Online Flash Sale Di Shopee," Jurnal Aplikasi Bisnis, Universitas Islam Indonesia, vol. 20(1), pages 346-356.
    • Handle: RePEc:uii:jabisf:v:20:y:2023:i:1:p:346-356:id:28493
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