Motif Utilitarian Dan Hedonik Dalam Perilaku Flashsale (Studi Pada Online Shopping Shopee)

This study aims to determine the flashsale offerings made by online shopping shopee leads to impulsive purchases and to find out the motives of consumers in making impulsive purchases, utilitarian motives or hedonic motives or both samples in this study amounted to 120 respondents shopee application users in solo using questionnaires for collection Data analysis techniques using multiple linear regression analysis The results of this study indicate that utilitarian motives and hedonic motives have an influence on impulsive purchases