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The effect of flash sale on purchase decision moderated by product knowledge

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  • Surpiko Hapsoro Darpito

    (University of Pembangunan Nasional "Veteran" Yogyakarta)

Abstract

This study aims to analyze and find out the effect of flash sales on purchase decisions moderated by product knowledge. This study is survey research with a questionnaire as the data collection tool. The population in this study is the Shopee marketplace users in Yogyakarta. The data used in this study are primary data obtained from the answers of 190 respondents with a purposive sampling method. The data analysis technique used in this study is Moderated Regression Analysis (MRA). The results of this study conclude that: (i) Flash sale has a positive and significant effect on purchase decision; I(i) Product knowledge is able to moderate the effect of a flash sale on purchase decision and has a positive and significant effect.

Suggested Citation

  • Surpiko Hapsoro Darpito, 2022. "The effect of flash sale on purchase decision moderated by product knowledge," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 4(1), pages 37-41, January.
    • Handle: RePEc:adi:ijbess:v:4:y:2022:i:1:p:37-41
    DOI: 10.36096/ijbes.v4i1.301
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    References listed on IDEAS

    as
    1. Zhang, Mingyang & Zhang, Juliang & Cheng, T.C.E. & Hua, Guowei, 2018. "Why and how do branders sell new products on flash sale platforms?," European Journal of Operational Research, Elsevier, vol. 270(1), pages 337-351.
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