The Influence of Flash Sales, Online Customer Reviews, and Use Behavior Online Shopping Application on Impulsive Buying Behavior in Generation Y and Z Shopee Application Users in Bali

Abstract

This research was conducted based on gaps in previous research results or research gap. Apart from that, there is also a research problem regarding the decreasing demand for products on Shopee. This research aims to explain the influence of flash sales, online customer reviews, and use behavior online shopping application on impulsive buying behavior in Generation Y and Z Shopee Application Users in Bali. The research population is all Shopee application users in Bali. The sample in this study was 138 respondents taken using purposive sampling. The analytical tool used to test the hypothesis is multiple regression. The research results show that flash sales, online customer reviews, and use behavior online shopping application have an influence on impulsive buying behavior in Generation Y and Z Shopee Application Users in Bali. Suggestions for further research can develop this research by adding other variables. Keywords: Flash Sales, Online Customer Reviews, Use Behavior Online Shopping Application, Impulsive Buying Behavior