Pengaruh Live Streaming, Program Flash Sale dan Brand Awareness terhadap Impulse Buying Produk Moisturizer The Originote pada Shopee (Studi Kasus pada Mahasiswa Universitas Sumatera Utara)

Abstract

This research aims to determine and analyze the effect of Live Streaming, Flash Sale Program and Brand Awareness on Impulse Buying The Originote Moisturizer Products at Shopee (Case Study of North Sumatra University Students). This research is associative research and the type of data used is quantitative data. The analysis method used is descriptive analysis and multiple linear regression analysis. The population of the study was students of the University of North Sumatra whose number was unknown. The sample in this study amounted to 105 people with non-probability sampling technique with purposive sampling method with the criteria of having purchased The Originote Moisturizer in the shopee application. The results of this study indicate that simultaneously Live Streaming, Flash Sale dan Brand Awareness have a positive and significant effect on Impulse Buying The Originote Moisturizer Products at Shopee (Case Study on Students of the University of North Sumatra). The results of the study partially show that Live Streaming, Flash Sale dan Brand Awareness have a positive and significant effect on Impulse Buying The Originote Moisturizer Products at Shopee (Case Study on Students of the University of North Sumatra).