The impact of flash sales and brand image on purchase intention and its impact on purchase decision
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Published:
May 30, 2023
Keywords:
Flash sale, Brand Image, Purchase Intention, Purchase Decision
Section
Computer Science
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Abstract
The current era of real and virtual worlds has developed rapidly, this has encouraged many industries to make changes, especially in the technology industry and sales including the marketplace. Indonesia is dominated by many marketplaces, one of the largest is Tokopedia. This study aims to find out whether there is an effect of the Flash Sale , Brand Image, program on Purchase Intention, and its impact on Purchase Decision users of D-Link products by targeting 97 respondents. This study uses the SPSS test and it is known that Flash Sale affects Purchase Intention and Purchase Decision while Brand Image affects Purchase Intention and does not affect Purchase Decision directly.
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How to Cite
Rita, R. and Guinardi, D. N. . (2023) “The impact of flash sales and brand image on purchase intention and its impact on purchase decision”, Jurnal Mantik, 7(1), pp. 334-343. doi: 10.35335/mantik.v7i1.3722.
References
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Chaffey, D., Edmundson-Bird, D., & Hemphill, T. (2019). Digital business and e-commerce management. Pearson UK.
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Herlina, H., Loisa, J., & Mulyana, T. M. S. (2021). Dampak Flash Sale Countdown Timer di Marketplace Online pada Keputusan Pembelian dengan Minat Beli Sebagai Intervening. Digismantech (Jurnal Program Studi Bisnis Digital), 1(1).
Hertanto, A. D., & Sulhaini, H. L. E. (2020). Effect of Flash Sale Method, Product Knowledge and in Home Shopping Tendency Toward Consumer Online Purchase Decisions. RJOAS, 6(102), 2006–2020.
Hidayatno, A., Destyanto, A. R., & Hulu, C. A. (2019). Industry 4.0 technology implementation impact to industrial sustainable energy in Indonesia: A model conceptualization. Energy Procedia, 156, 227–233.
Hijriyani, Y. S., & Astuti, R. (2020). Penggunaan gadget oleh anak usia dini pada era revolusi industri 4.0. Jurnal Inovasi Pendidikan Guru Raudhatul Athfal, 8(1), 16–28.
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3).
Komalasari, F., Christianto, A., & Ganiarto, E. (2021). Factors influencing purchase intention in affecting purchase decision: A study of e-commerce customer in Greater Jakarta. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi Dan Organisasi, 28(1), 1.
Listyowati, E. A., Suryantini, A., & Irham, I. (2020). Faktor-Faktor yang Mempengaruhi Niat dan Keputusan Konsumen Membeli Sayuran dan Buah Secara Online. Jurnal Kawistara, 10(1), 66–76.
Martaleni, M., Hendrasto, F., Hidayat, N., Dzikri, A. A., & Yasa, N. N. K. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49.
Mubarok, R. G. (2021). Memahami Revolusi Industri 4.0 Menuju Era Making Indonesia 4.0. Jakarta: Queency Publisher.
Nastiti, R. (2020). The Effect Of Flash Sale And Discount Towards Impulsive Buying (Study On Shopee Users). Jurnal Akuntansi, Manajemen Dan Ekonomi, 22(4), 1–8.
Purwantono, H. Y., Gunawan, A. A. S., Tolle, H., Attamimi, M., & Budiharto, W. (2021). A literature review: Feasibility Study of technology to improve shopping experience. Procedia Computer Science, 179, 468–479.
Ramakrishna, S., Ngowi, A., Jager, H. De, & Awuzie, B. O. (2020). Emerging industrial revolution: Symbiosis of industry 4.0 and circular economy: The role of universities. Science, Technology and Society, 25(3), 505–525.
Sawitri, P. K., Nurhajati, N., & Basalamah, M. R. (2023). Pengaruh Viral Marketing, Flash Sale 12.12, dan Tagline Gratis Ongkos Kirim Terhadap Keputusan Pembelian Barang Di Marketplace Shopee (Studi Kasus Mahasiswa FEB Unisma Angkatan 2019). E-JRM: Elektronik Jurnal Riset Manajemen, 12(01).
Siregar, A. P., Tannady, H., Jusman, I. A., Cakranegara, P. A., & Arifin, M. S. (2022). Peran Harga Produk Dan Brand Image Terhadap Purchase Decision Produk Cold Pressed Juice Re. Juve. Management Studies and Entrepreneurship Journal (MSEJ), 3(5), 2657–2665.
Sivaram, M., Hudaya, A., & Ali, H. (2019). Building a Purchase and Purchase Decision: Analysis of Brand Awareness and Brand Loyalty. Dinasti International Journal of Education Management And Social Science, 1(2), 235–248.
Sundjaja, A. M., Arisanto, G. V., & Fatimah, S. (2020). The Determinant Factors of E-Commerce Usage Behavior During Flash Sale Program. CommIT (Communication and Information Technology) Journal, 14(2), 65–72.
Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers. International Journal of Services, Economics and Management, 10(2), 177–193.
Chaffey, D., Edmundson-Bird, D., & Hemphill, T. (2019). Digital business and e-commerce management. Pearson UK.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308.
Herlina, H., Loisa, J., & Mulyana, T. M. S. (2021). Dampak Flash Sale Countdown Timer di Marketplace Online pada Keputusan Pembelian dengan Minat Beli Sebagai Intervening. Digismantech (Jurnal Program Studi Bisnis Digital), 1(1).
Hertanto, A. D., & Sulhaini, H. L. E. (2020). Effect of Flash Sale Method, Product Knowledge and in Home Shopping Tendency Toward Consumer Online Purchase Decisions. RJOAS, 6(102), 2006–2020.
Hidayatno, A., Destyanto, A. R., & Hulu, C. A. (2019). Industry 4.0 technology implementation impact to industrial sustainable energy in Indonesia: A model conceptualization. Energy Procedia, 156, 227–233.
Hijriyani, Y. S., & Astuti, R. (2020). Penggunaan gadget oleh anak usia dini pada era revolusi industri 4.0. Jurnal Inovasi Pendidikan Guru Raudhatul Athfal, 8(1), 16–28.
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3).
Komalasari, F., Christianto, A., & Ganiarto, E. (2021). Factors influencing purchase intention in affecting purchase decision: A study of e-commerce customer in Greater Jakarta. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi Dan Organisasi, 28(1), 1.
Listyowati, E. A., Suryantini, A., & Irham, I. (2020). Faktor-Faktor yang Mempengaruhi Niat dan Keputusan Konsumen Membeli Sayuran dan Buah Secara Online. Jurnal Kawistara, 10(1), 66–76.
Martaleni, M., Hendrasto, F., Hidayat, N., Dzikri, A. A., & Yasa, N. N. K. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49.
Mubarok, R. G. (2021). Memahami Revolusi Industri 4.0 Menuju Era Making Indonesia 4.0. Jakarta: Queency Publisher.
Nastiti, R. (2020). The Effect Of Flash Sale And Discount Towards Impulsive Buying (Study On Shopee Users). Jurnal Akuntansi, Manajemen Dan Ekonomi, 22(4), 1–8.
Purwantono, H. Y., Gunawan, A. A. S., Tolle, H., Attamimi, M., & Budiharto, W. (2021). A literature review: Feasibility Study of technology to improve shopping experience. Procedia Computer Science, 179, 468–479.
Ramakrishna, S., Ngowi, A., Jager, H. De, & Awuzie, B. O. (2020). Emerging industrial revolution: Symbiosis of industry 4.0 and circular economy: The role of universities. Science, Technology and Society, 25(3), 505–525.
Sawitri, P. K., Nurhajati, N., & Basalamah, M. R. (2023). Pengaruh Viral Marketing, Flash Sale 12.12, dan Tagline Gratis Ongkos Kirim Terhadap Keputusan Pembelian Barang Di Marketplace Shopee (Studi Kasus Mahasiswa FEB Unisma Angkatan 2019). E-JRM: Elektronik Jurnal Riset Manajemen, 12(01).
Siregar, A. P., Tannady, H., Jusman, I. A., Cakranegara, P. A., & Arifin, M. S. (2022). Peran Harga Produk Dan Brand Image Terhadap Purchase Decision Produk Cold Pressed Juice Re. Juve. Management Studies and Entrepreneurship Journal (MSEJ), 3(5), 2657–2665.
Sivaram, M., Hudaya, A., & Ali, H. (2019). Building a Purchase and Purchase Decision: Analysis of Brand Awareness and Brand Loyalty. Dinasti International Journal of Education Management And Social Science, 1(2), 235–248.
Sundjaja, A. M., Arisanto, G. V., & Fatimah, S. (2020). The Determinant Factors of E-Commerce Usage Behavior During Flash Sale Program. CommIT (Communication and Information Technology) Journal, 14(2), 65–72.
Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers. International Journal of Services, Economics and Management, 10(2), 177–193.
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