Pengaruh Event Flash Sale Shopee Terhadap Perilaku Konsumtif Mahasiswa di Purwokerto
DOI:
https://doi.org/10.61722/jaem.v3i2.10704Keywords:
consumptive behavior; e-commerce; flash sale; promotion; university studentsAbstract
Technological developments and e-commerce have facilitated online buying and selling transactions. Flash sale promotions on the Shopee platform can trigger impulsive purchasing decisions that impact the increase in consumptive behavior. This study aims to examine the effect of Shopee's flash sale events on the consumptive behavior of university students in Purwokerto. This quantitative research uses data collection methods in the form of distributing online Likert-scale questionnaires. The sampling technique used was purposive sampling, targeting active students in Purwokerto who use the Shopee application and have participated in a flash sale within the last three months. Data analysis was conducted using simple linear regression, t-tests, and the coefficient of determination with the help of SPSS software. The results of hypothesis testing show that Shopee's flash sale events have a positive and significant effect on the consumptive behavior of university students in Purwokerto with a significance value of 0.000. The coefficient of determination (R2) value of 0.860 indicates that 86.0% of students' consumptive behavior is influenced by flash sales, while the remaining 14.0% is influenced by other factors outside the model. The implications of this study highlight the need for students to improve self-control to reduce the habit of buying goods excessively without considering their actual needs.
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