Lestari, Sheila and Susanto, Y. Budi and Jimmy, So Yohanes (2020) Analysis of The Effect of Social Media Advertising and Website or Mobile Apps on Flash Sale Performance: Empirical Study in E-Commerce Indonesia. In: Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020, 1 October 2020, Tangerang.
Full text not available from this repository.Abstract
Many flash sales failed even though the promos offered are quite attractive. It could cause by a lack of flash sale information on social media, problems with the website / mobile apps system, and so on. The objective of this study is to analyze the factors that influence purchase intention in flash sale. The novelty of this paper are little empirical research discuss about flash sale and the direct effect ease of use website towards promotion attractiveness. This study is using PLS-SEM with SmartPLS. We collected 73 respondents who are live in Indonesia, actively Instagram users, actively shop online, and users of the TE website. In this study, It can be concluded that almost all hypothesis is accepted. These results contribute to our understanding of flash sale in e-commerce and provide empirical evidence for the importance using social media advertising in omni-channel, cloud computing, artificial intelligence (chatbot), and personalization ads.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | 300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing) |
| Divisions: | Faculty of Business > Master of Technology Management |
| Depositing User: | Administrator UMN Library |
| Date Deposited: | 14 Dec 2021 07:41 |
| Last Modified: | 14 Dec 2021 07:41 |
| URI: | https://kc.umn.ac.id/id/eprint/19638 |
Actions (login required)
 |
View Item |
