The Influence of Brand Image, Flash Sale, Cashback, on the Buying Impulse of Shopee Users Among Generation Z Sidoarjo
Pengaruh Brand Image,Flash Sale,Cashback, Terhadap Impulse Buying Pengguna Shopee di Kalangan Generasi Z Sidoarjo
DOI:
https://doi.org/10.21070/ups.4402Keywords:
Brand Image, flash sale, cashback, Impulse Buying, Generation ZAbstract
Shopping online has become a habit due to the increasingly rapid development of technology and information in the current era of globalization. Because it is simpler and more practical, online shopping is also growing rapidly. Along with the large number of online shopping fans, many e-commerce sites have emerged, one of which is Shopee which provides various kinds of products. This research aims to determine the influence of Brand Image, Flash Sale, Cashback on Impulse Buying of Shopee users in Generation Z Sidoarjo. The research method in this study uses quantitative research methods with primary data sources obtained by distributing questionnaires. The sampling technique for this research uses non-probability sampling combined with a purposive sampling method, totaling 100 respondents. The data analysis technique uses SmartPLS4 (Smart Partial Least Square).
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