Perception of Umsida Students at the 12.12 Shopee Flash Sale
Persepi Mahasiswa Umsida pada Flash Sale 12.12 Shopee
DOI:
https://doi.org/10.21070/ups.1742Keywords:
Online Shopping, Flash Sale 12.12 Shopee , Student PerceptionAbstract
Flash Sale is one of the most effective advertising content strategies in communicating products and services, as it can deliver promotional messages with high appeal. This aligns with the desires and satisfaction of consumers. The purpose of this study is to analyze the perception of UMSIDA students regarding the Flash Sale 12.12 on Shopee. The theoretical framework used in this research is the Constructive Perception Theory. The research method employed is qualitative, utilizing interview, observation, and documentation as data collection techniques. The data analysis technique employed in this study follows the interactive model proposed by Miles, Huberman, and Saldana, involving the stages of data collection, data condensation, data presentation, drawing conclusions. The findings of this study reveal that the majority of the informants have a positive perception of the abundance of promos, discounts, free shipping, vouchers, cashback, easy payment systems, as well as the availability of comprehensive and up-to-date products.
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