NURHIDAYAH USMAN (2024) PERAN MOTIVASI HEDONIS DAN FOMO MELALUI EMOSI KONSUMEN TERHADAP ANTESEDEN PEMBELIAN IMPULSIF PADA FLASH SALE. ['eprint_fieldopt_thesis_type_master' not defined] thesis, Universitas Tadulako.
Full text not available from this repository.Abstract
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.
| Item Type: | Thesis (['eprint_fieldopt_thesis_type_master' not defined]) |
|---|---|
| Commentary on: | Eprints 0 not found. |
| Divisions: | Pascasarjana > Magister Manajemen |
| SWORD Depositor: | Users 0 not found. |
| Depositing User: | Users 0 not found. |
| Date Deposited: | 22 Jan 2025 07:16 |
| Last Modified: | 06 Feb 2025 07:14 |
| URI: | https://repository.untad.ac.id/id/eprint/132894 |
| Baca Full Text: | Baca Sekarang |
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