Predicting Impulsive Buying in Tokopedia Flash Sales: A UTAUT2 Approach
Flash sale events have become a dominant marketing strategy to trigger rapid purchasing decisions. However, despite the massive growth of e-commerce in Indonesia, it remains unclear whether consumer participation in these events is primarily driven by the thrill of the "hunt" (hedonic) or the ration...
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| Autors principals: | , , , |
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| Format: | Artigo |
| Idioma: | Indonésio |
| Publicat: |
Islamic University of Indragiri
2026-03-01
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| Col·lecció: | Sistemasi: Jurnal Sistem Informasi |
| Matèries: | |
| Accés en línia: | https://sistemasi.ftik.unisi.ac.id/index.php/stmsi/article/view/6137 |
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