E-Wom Mediates Price Perception Brand Image to Increase Impulse Buying and Flash Sales as Moderation on the Lazada Application

Abstract

The research aims to find out and prove that the e-word of mouth mediates price perception, the brand image on impulse buying and the role of flash sales in moderating the e-word of mouth on impulse buying. The method is that the data was collected directly from 200 Lazada respondents in Surabaya. This research uses quantitative methods and explanatory methods to get concrete answers. They used SEM version AMOS 24 for research analysis. Brand image and price perception influence e-word of mouth as mediating variables for impulsive buying. If the brand image looks good, word of mouth will grow, influencing spontaneous purchases.

Meanwhile, brand image has a positive and significant influence and price perception has a positive but not significant influence on impulse buying. Brand image can foster spontaneous purchases, but price perceptions positively affect impulse purchases, even though this is not essential.