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Influene of Price Perception, Product Involvement, and Time Pressure Towards Purchase Intention on Flash Sale Shopee
Allief Muhammad Iqbal Taufik (2021) | Skripsi | Manajemen
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Online shopping has become a trend lately. One of the online shopping sites that is currently on the rise is Shopee. Shopee is the No. 1 e-commerce in terms of visits to Apps. In attracting consumer attention. Shopee promotes products sold using a time-limited discount (flash sale). This study will explain the most influential factors between Price Perception, Product Involvement, and Time Pressure factors that make consumers more interested in buying at flash sales. This research uses quantitative methods and is processed using SmartPLS to get the results of the validity and reliability of the test. Then use SPSS 25 to see demographic information about consumers and see the descriptive analysis. The data of this research are 300 respondents who have experienced flash sale promotions at Shopee. The results of this study indicate that product involvement is the most influential factor in influencing consumer buying interest in Shopee's Flash Sale. Then the other influencing factor is the price perception factor. Meanwhile, the time pressure factor does not affect consumer buying interest at Shopee's Flash Sale. And the Time Pressure Factor also does not moderate the relationship between Price Perception and Time Pressure.