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

DOI

10.2991/978-94-6463-008-4_105How to use a DOI?

Keywords

Flash sale; brand image; purchase decision

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.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Syifa Pramudita Faddila
AU  - Citra Savitri
AU  - Dedi Mulyadi
AU  - Puji Isyanto
PY  - 2022
DA  - 2022/12/05
TI  - Flash Sale and Brand Image Models in Improving Purchase Decisions on Fashion Products at the Shopee Marketplace Among Students
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 841
EP  - 848
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_105
DO  - 10.2991/978-94-6463-008-4_105
ID  - Faddila2022
ER  -