PENGARUH IKLAN DAN PROGRAM FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN SHOPEE PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MATARAM

Abstract

Abstract : This study aims to analyze the effects of advertisements and flash sale programs on the purchasing decisions of students from the Faculty of Economics and Business at the University of Mataram. Data were collected through survey from a sample of 100 respondents. The analysis was conducted using multiple linear regression with the Statistical Package for the Social Sciences (SPSS) tool. The findings indicate that, firstly, advertising has a positive and significant impact on purchasing decisions. Secondly, flash sales also positively and significantly influence purchasing decisions. These results provide a foundation for enhancing advertising and flash sale activities.
Keywords: Advertising, Flash Sale, Purchasing Decision.