Article
PENGARUH FLASH SALE DAN ONLINE CUSTOMER REVIEW TERHADAP IMPULSE BUYING PADA PENGGUNA MARKETPLACE SHOPEE
Jurnal HOMANIS: Halu Oleo Manajemen dan Bisnis, Vol. 2 No. 3 (2025), hlm. 656–667
Abstrak
This study aims This study aims; To determine the effect of Flash Sale and Online Customer Review on Impulse Buying on Users in the Shopee Marketplace in Kendari City. To determine the effect of Flash Sale Promotion on Impulse Buying on Shopee Marketplace Users in Kendari City. To determine the effect of Online Customer Review on Impulse Buying on Shopee Marketplace Users in Kendari City. This study uses a quantitative method. The population in the study were all Shopee application users who reside in Kendari City. Respondents taken in this study amounted to 97 people. The data collection method used in this study was using a questionnaire. This study uses multiple linear regression analysis. The results of this study show that; Flash Sale and Online Customer Review have a positive and significant effect on impulse buying. Flash Sale has a positive and significant effect on impulse buying. Online Customer Review has a positive but not significant effect on impulse buying.