Pengaruh Live Streaming , Flash Sale , dan Cashback Terhadap Perilaku Impulse Buying pada Pengguna E-Commerce Shopee di Surabaya
Awwaliya Dhiyaus Syamsiyah,
Lia Nirawati
Abstract:E-commerce is one of the newest trends in online purchasing that customers experience as a result of digital marketing. In September 2023, Shopee surpassed all other e-commerce platforms in Indonesia in terms of popularity. A number of Shopee promotional features, including live streaming, flash sales and cashback, can stimulate impulse purchases. The aim of this research is to determine the simultaneous and partial influence of live streaming, flash sales and cashback on Shopee e-commerce impulse buying behav… Show more
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