Kusuma, Ardana Duwira Ratri (2024) Pengaruh Paylater dan Flashsale terhadap Perilaku Konsumtif Mahasiswa Fakultas Ekonomi dan Bisnis Pengguna Shopee Universitas Merdeka Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

Digital developments have caused the emergence of e-commerce, one of which is Shopee. Shopee has promotional tools in the form of paylaters and flash sales that encourage consumer behavior. The purpose of this research is to determine the influence of pay laterand flash sales, both simultaneously and partially, on consumer behavior. Paylater and flash sales are independent variables while consumer behavior is the dependent variablein this research. This research is quantitative research with a sampling technique using random sampling. Data was obtained through a questionnaire via Google Form on 96 respondents. The results of this research state that paylater has a significant effect on consumptive behavior, flash sales have a significant effect on consumptive behavior. Then paylater and flash sales have a simultaneous effect on consumer behavior.

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