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Flash Sale and Brand Image Models in Improving Purchase Decisions on Fashion Products at the Shopee Marketplace Among Students

In: Proceedings of the 19th International Symposium on Management (INSYMA 2022)

Author

Listed:
  • Syifa Pramudita Faddila

    (Buana Perjuangan Karawang University)

  • Citra Savitri

    (Buana Perjuangan Karawang University)

  • Dedi Mulyadi

    (Buana Perjuangan Karawang University)

  • Puji Isyanto

    (Buana Perjuangan Karawang University)

Abstract

This study aims to determine the models of flash sales and brand image in improving purchase decisions on fashion products at the Shopee marketplace among students. The research was conducted using a quantitative descriptive method. Sampling in this study were 225 students from the 2017 class who had shopped for fashion products online at the Shopee marketplace. The sampling technique used was purposive sampling. The data collection method used a questionnaire distributed to respondents. The analytical tool used was multiple linear regressions. The results show that flash sales and brand image partially or simultaneously have an influence on purchase decisions.

Suggested Citation

  • Syifa Pramudita Faddila & Citra Savitri & Dedi Mulyadi & Puji Isyanto, 2023. "Flash Sale and Brand Image Models in Improving Purchase Decisions on Fashion Products at the Shopee Marketplace Among Students," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 841-848, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_105
    DOI: 10.2991/978-94-6463-008-4_105
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