Abstract
Scarcity messages have never been researched globally, while price discounts and free shipping taglines have different results from previous research or journals. This research aims to determine the effect of scarcity messages, price discounts, and free shipping taglines on impulse buying on Shopee live selling. The research method used in this research is quantitative with multiple linear regression as the data analysis method. The population of this research is all management study program students from the class of 2020 with the sample determination method being purposive sampling. The number of samples used was 155 students which was determined using the Slovin formula. The results of this research show that scarcity messages have a significant positive influence on impulse buying on Shopee live selling. Price discounts have an insignificant positive effect on impulse buying on Shopee live selling. And the free shipping tagline has an insignificant negative effect on impulse buying on Shopee live selling. Simultaneously, scarcity messages, price discounts and free shipping taglines have a significant influence on impulse buying on Shopee live selling.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Conference of Business and Social Sciences
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
