Peran Flash Sale Dalam Memediasi Hubungan Sales Promotion Terhadap Keputusan Belanja Online
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh sales promotion terhadap keputusan belanja online pada pengguna Shopee di Kota Sukabumi melalui Flash Sale . Metode penelitian yang digunakan oleh peneliti dalam penelitian ini adalah menggunakan metode kausalitas dan metode cluster sampling dengan melakukan penyebaran kuesioner sebanyak 223 responden mahasiswa pengguna Shopee di Kota Sukaumi. Teknik analisis data yang digunakan peneliti adalah menggunakan teknik path analysis atau analisis jalur dengan bantuan pengolahan data AMOS 24. Hasil dari penelitian ini menunjukan sales promotion berpengaruh secara positif dan signifikan terhadap flash sale, flash sale berpengaruh secara positif dan signifikan terhadap keputusan belanja online dan flash sale memediasi secara positif dan signifikan sales promotion terhadap keputusan belanja online.
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