ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPERAN MOTIVASI HEDONIS DAN FOMO MELALUI EMOSI KONSUMEN TERHADAP ANTESEDEN PEMBELIAN IMPULSIF PADA FLASH SALE |
| Nama: NURHIDAYAH USMAN |
| Tahun: 2024 |
| Abstrak Flash sales can be an opportunity for online marketplaces to stimulate impulse purchases. This research aims to determine how FOMO and hedonic motivation regulate the correlation between customer emotions and impulse purchases during flash sales. A total of 180 respondents were taken as samples using random sampling, and the data was then analyzed using SmartPLS. The research results indicate that hedonic motivation and FOMO have a positive influence on impulse buying. In addition, hedonic motivation also mediates consumer emotions towards impulsive buying during flash sales. This study is able to assist online marketplaces develop flash sale features to increase opportunities for impulse purchases. |