Flash Sale and Brand Image Models in Improving Purchase Decisions on Fashion Products at the Shopee Marketplace Among Students-Reference-Cited by-同舟云学术

Flash Sale and Brand Image Models in Improving Purchase Decisions on Fashion Products at the Shopee Marketplace Among Students

Published:2022-12-06 Issue: Volume: Page:841-848
ISSN:2731-7854
Container-title:Proceedings of the 19th International Symposium on Management (INSYMA 2022)
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Author:

Faddila Syifa Pramudita,Savitri Citra,Mulyadi Dedi,Isyanto Puji

Abstract

AbstractThis study aims to determine the models of flash sales and brand image in improving purchase decisions on fashion products at the Shopee marketplace among students. The research was conducted using a quantitative descriptive method. Sampling in this study were 225 students from the 2017 class who had shopped for fashion products online at the Shopee marketplace. The sampling technique used was purposive sampling. The data collection method used a questionnaire distributed to respondents. The analytical tool used was multiple linear regressions. The results show that flash sales and brand image partially or simultaneously have an influence on purchase decisions.

Funder

University of Surabaya

Publisher

Atlantis Press International BV

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