Flash Sale and Brand Image Models in Improving Purchase Decisions on Fashion Products at the Shopee Marketplace Among Students

Syifa Pramudita Faddila, Citra Savitri (), Dedi Mulyadi and Puji Isyanto
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Syifa Pramudita Faddila: Buana Perjuangan Karawang University
Citra Savitri: Buana Perjuangan Karawang University
Dedi Mulyadi: Buana Perjuangan Karawang University
Puji Isyanto: Buana Perjuangan Karawang University

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 841-848 from Springer

Abstract: Abstract This study aims to determine the models of flash sales and brand image in improving purchase decisions on fashion products at the Shopee marketplace among students. The research was conducted using a quantitative descriptive method. Sampling in this study were 225 students from the 2017 class who had shopped for fashion products online at the Shopee marketplace. The sampling technique used was purposive sampling. The data collection method used a questionnaire distributed to respondents. The analytical tool used was multiple linear regressions. The results show that flash sales and brand image partially or simultaneously have an influence on purchase decisions.

Keywords: Flash sale; brand image; purchase decision (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_105

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DOI: 10.2991/978-94-6463-008-4_105

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