Hedonistic Lifestyles, Fashion Enthusiasm and Flash Sales: Driving Purchase Decisions on Shopee Live
DOI:
https://doi.org/10.51699/economics.v38i1.252Keywords:
Hedonistic Lifestyle, Fashion Enthusiasm, Flash Sales Decisions PurchaseAbstract
The increasing number of marketplaces that are popping up of course makes companies think about competitive strategies so they can survive and continue to grow. Buyer decision making is influenced by the company's ability to attract buyers, and apart from that it is also influenced by factors outside the company. A hedonic lifestyle can indirectly pressure individual behavior to match or be the same as what their environment does. This research was conducted to analyze each variable, namely Hedonic Lifestyle (X1), Fashion Enthusiasm (X2), and Flash Sales (X3) on purchasing decisions (Y) on Shopee Live. This type of research is quantitative research with the sample size in this research being 100 respondents. The sampling technique used in this research was purposive sampling. The data collection technique used was through a questionnaire. The data analysis techniques used are data instrument testing, classical assumption testing, multiple linear analysis, hypothesis testing, and coefficient of determination. The data obtained was then analyzed using linear regression with the help of SPSS. The research results show that the Hedonic Lifestyle, Fashion Enthusiasm and Flash Sales variables have a significant influence on purchasing decisions on the Shopee Live feature.
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