Pengaruh Flash Sale dan Brand Image terhadap Impulse Buying pada Konsumen Marketplace

Abstract

In the present era, when the era is growing very rapidly, almost everything can be done via the internet. Starting from looking for information, looking for entertainment, social media, to shopping. One of the platforms that are often used by Indonesian people when shopping online is the marketplace. The marketplace is quite aggressive in holding attractive promos to lure people to make unplanned purchases or impulse buying. Impulse buying is influenced by various things, in this study there were two variables examined for their influence on impulse buying, namely flash sales and brand image. Flash sale is a form of promotion in the form of giving discounts on goods with a certain amount and a certain time. While brand image is what consumers think about a brand. The brand image used is the brand image of one of the largest marketplaces in Indonesia, namely Tokopedia. From the results of the study, it was found that flash sales and brand image together had a significant influence on impulse buying. When viewed partially, flash sale has a positive and significant effect, but brand image does not have a significant effect