Analysis of Flash Sales and Online Customer Reviews on the Purchasing Decisions of Customers of the Tokopedia Online Shop in Medan City

Aryani Sairun

doi:10.55927/modern.v4i4.142

Authors

Aryani Sairun Management Study Program, Universitas Battuta

DOI:

https://doi.org/10.55927/modern.v4i4.142

Keywords:

Flash Sale, Online Customer Review, Purchase Decision

Abstract

This research aims to determine the effect of flash sales and online customer reviews on the purchasing decisions of customers at the Tokopedia online shop in Medan City. The research method is quantitative research using SPSS 27 software. This study uses multiple linear regression. The sample in this study consists of 96 respondents using a questionnaire. The research shows that flash sales and online customer reviews, both partially and simultaneously, have a positive and significant effect on the purchasing decisions of customers at the Tokopedia online shop in Medan City

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