Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal Indonesian Journal of Business Analytics (IJBA)
Rahmadi
Universitas Swadaya Gunung Jati
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Brand Ambassadors and Flash Sale Events on the Lazada App on Impulse Buying in the Cirebon Region Devi Evian Rosmaningsih; Prasasti Rajasmara; Yulian Ardhika; Rahmadi
Indonesian Journal of Business Analytics Vol. 4 No. 2 (2024): April 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i2.8747

Abstract

Technological developments have produced many things, one of which is e-commerce or an online marketplace, one of which is Lazada. The purpose of this study was to measure how much influence brand ambassadors (X1) and flash sales (X2) have on impulse buying (Y) in lazada applications in the Cirebon area. This research method uses probability sampling techniques with simple random sampling methods and conducts a sample of 100 respondents with age criteria 17-25 years of lazada application users in the Cirebon area. The SPSS 24 software application helps in analysing data which includes instrument tests, classical assumption tests, and multiple linear regression tests. From the test results, it can be concluded that the brand ambassador and flash sale variables have a positive and significant effect on impulse buying.
Co-Authors Devi Evian Rosmaningsih Prasasti Rajasmara Yulian Ardhika