Pengaruh Diskon, Flash Sale dan Live Shopping Terhadap Keputusan Pembelian Produk Skincare di Platform Shopee pada Generasi Milenial dan Gen Z
DOI:
https://doi.org/10.36312/ej.v6i2.2761Keywords:
Diskon, Flash Sale, Live Shopping, Keputusan Pembelian, Generasi Milenial dan Gen ZAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh diskon, flash sale dan live shopping terhadap keputusan pembelian produk skincare di platform shopee pada generasi milenial dan gen z yang berada di provinsi riau. Dengan judul “Pengaruh Diskon, Flash Sale dan Live Shopping Terhadap Keputusan Pembelian Produk Skincare di Platform Shopee Pada Generasi Milenial dan Gen Z”. penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis SEM-PLS. Metode pengambilan sampel yang digunakan adalah probability sampling yaitu dengan random sampling, dengan data yang dikumpulkan melalui kuesioner online yang didistribusikan melalui google forms kepada 100 responden pengguna aktif shopee dari generasi milenial dan gen z. Hasil penelitian menunjukkan bahwa diskon, flash sale dan live shopping berpengaruh positif signifikan dengan nilai P-Value yang lebih kecil dari 0.05, kemudian berdasarkan nilai R-Square sebesar 0.970 menunjukkan bahwa variabilitas keputusan pembelian. Artinya variabel diskon, flash sale dan live shopping berpengaruh positif signifikan. Hasil penelitian ini diharapkan memberikan wawasan mengenai faktor-faktor yang mempengaruhi keputusan pembelian produk skincare di platform shopee, khususnya dikalangan konsumen yaitu generasi milenial dan gen z.
The Effect of Discounts, Flash Sales, and Live Shopping on Skincare Product Purchase Decisions on the Shopee Platform in Millennials and Gen Z
Abstract
This study aims to determine the effect of discounts, flash sales and live shopping on purchasing decisions for skincare products on the Shopee platform for millennials and Gen Z in Riau Province. With the title "The Effect of Discounts, Flash Sales and Live Shopping on Purchasing Decisions for Skincare Products on the Shopee Platform for Millennials and Gen Z". This study uses a quantitative approach with the SEM-PLS analysis technique. The sampling method used is probability sampling, namely simple random sampling, with data collected through online questionnaires distributed via Google Forms to 100 active Shopee user respondents from the millennial and Gen Z generations. The results of the study showed that discounts, flash sales and live shopping had a significant positive effect with a P-Value value of less than 0.05, then based on the R-Square value of 0.970, it showed that the variability of purchasing decisions. This means that the variables discount, flash sales and live shopping have a significant positive effect. The results of this study are expected to provide insight into the factors that influence purchasing decisions for skincare products on the Shopee platform, especially among consumers, namely the millennial and Gen Z generations.
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