CD Skripsi

Pengaruh Promosi Flash Sale Dan Ewom Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Pengguna Platform Shopee Di Kota Pekanbaru

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ABSTRACT
This study aims to analyze the influence of Flash Sale promotions and Electronic Word of Mouth (eWOM) on purchase decisions and customer satisfaction of Shopee platform users in Pekanbaru City. The research employs a quantitative method with a Structural Equation Modeling (SEM) approach using SmartPLS 4. The sample consists of 140 respondents who are Shopee users in Pekanbaru City and have made at least one purchase. The results indicate that Flash Sale promotions and eWOM have a positive and significant impact on purchase decisions. Purchase decisions also have a positive and significant effect on customer satisfaction. Additionally, purchase decisions significantly mediate the relationship between Flash Sale promotions and eWOM with customer satisfaction. Thus, the more effective the Flash Sale promotions and the stronger the influence of eWOM, the higher the level of purchase decisions and customer satisfaction.
Keywords: Flash Sale; eWOM; Purchase Decision; Customer Satisfaction; Shopee.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1902110841

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1902110841

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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