Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis
Layyina Galuh Purnama
Unknown Affiliation
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
Pengaruh Brand Ambassador dan Flash Sale Terhadap Impulse Buying Consumer di Marketplace Shopee Pada Generasi Z Layyina Galuh Purnama; Yayan Hendayana; Ari Sulistyowati
CEMERLANG : Jurnal Manajemen dan Ekonomi Bisnis Vol. 4 No. 2 (2024): Mei : Jurnal Manajemen dan Ekonomi Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/cemerlang.v4i2.2641

Abstract

This study aims to examine the effect of Brand Ambassadors and Flash Sale on Impulse Buying in the Shopee marketplace. The sampling technique in this study is Generation Z who uses the Shopee application. The instrument for collecting data in this study was a questionnaire with 120 respondents. In this study using multiple linear regression analysis using SPSS 26 software. The results of this study indicate that the Brand Ambassador (X1) and Flash Sale (X2) variables have a significant positive effect on Impulse Buying in the Shopee marketplace. In the coefficient of determination, the brand ambassador and flash sale variables have an effect of 36.4% on impulse buying consumers and the remaining 63.6% is influenced by other variables outside this study.
Co-Authors Ari Sulistyowati Yayan Hendayana