THE INFLUENCE OF FLASH SALES AND AI-POWERED PRODUCT REVIEWS ON PURCHASE INTENTION OF AMAZON PRODUCTS IN INDONESIA

Adetia, Mayang Salva (2025) THE INFLUENCE OF FLASH SALES AND AI-POWERED PRODUCT REVIEWS ON PURCHASE INTENTION OF AMAZON PRODUCTS IN INDONESIA. S1 thesis, universitas jambi.

	Text ABSTRACT.pdf Download (181kB)
	Text CHAPTER I.pdf Download (344kB)
	Text CHAPTER VI.pdf Download (111kB)
	Text REFERENCES.pdf Download (246kB)
	Text lembar pengesahan .pdf Download (946kB)
	Text MAYANG SKRIPSI_C1B021149 (2).pdf Restricted to Repository staff only Download (2MB)

Abstract

This study aims to examine the influence of flash sales and AI-powered product reviews on purchase intention toward Amazon products in Indonesia. A quantitative approach was used, with data collected through a questionnaire distributed to 100 respondents. The data were analyzed using SmartPLS 4 to assess validity, reliability, and both direct and indirect relationships among variables. The results show that flash sales do not have a significant direct effect on purchase intention. In contrast, AI-powered product reviews have a positive and significant influence on purchase intention. Furthermore, flash sales have a significant indirect effect on purchase intention when mediated by AI-powered product reviews. These findings suggest that the integration of AI technology in product reviews can enhance the effectiveness of promotional strategies like flash sales in driving consumer purchase intention.

Type:	Thesis (S1)
Uncontrolled Keywords:	Flash Sale, AI-Powered Product Review, Purchase Intention, E-Commerce, Amazon
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Adetia
Date Deposited:	14 Jul 2025 08:29
Last Modified:	14 Jul 2025 08:29
URI:	https://repository.unja.ac.id/id/eprint/84101

Actions (login required)

View Item