| dc.description.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 | en_US |
