TA DIGITAL
The Effect of Flash Sale, Financial Literacy and Gender on Impulsive Buying of Paylater Users in Semarang = The Effect of Flash Sale, Financial Literacy and Gender on Impulsive Buying of Paylater Users in Semarang
This research aims to determine the effect between Flash Sale, financial literacy and gender on the impulsive buying behavior of Paylater users in Semarang. The population in this research is people in Semarang who use Paylater. The method used is non probability sampling, with a purposive sampling technique of 100 respondents. The data used in this research are primary data obtained through distributing questionnaires with google form on the link https://forms.gle/TghLfRqvxoHCXGuh7. The data analysis model used is the Multiple Linear Regression Analysis model. While the analysis technique uses the F Statistical Test, Coefficient of Determination Test (R2), and t Statistical Test. The results of this research prove that the Flash Sale, Financial Literacy and Gender variables simultaneously have a significant effect on impulsive buying behavior. While partially on the Flash Sale and Financial Literacy variables have a positive and significant effect on impulsive buying behavior. However, the gender variable has an insignificant effect on impulsive buying behavior.
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