Indonesian Journal of Business Analytics (IJBA)
Vol. 4 No. 2 (2024): April 2024

The Influence of Brand Ambassadors and Flash Sale Events on the Lazada App on Impulse Buying in the Cirebon Region

Devi Evian Rosmaningsih (Universitas Swadaya Gunung Jati)
Prasasti Rajasmara (Universitas Swadaya Gunung Jati)
Yulian Ardhika (Universitas Swadaya Gunung Jati)
Rahmadi (Universitas Swadaya Gunung Jati)

Article Info

Publish Date
21 May 2024

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.

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Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...