Operational Management, Flash Sales and Product Ratings on the Decision to Purchase Nivea Products in the Shopee Marketplace for the Lumajang Community

Abstract

Information technology is currently increasing the number of Shopee marketplace users as a necessity, in the marketplace there are beauty products from the Nivea product brand. Nivea is one form of care that is very popular among teenagers. Nivea was founded in 1911. The purpose of this study is to determine and analyze how product ratings, flash sales, and payment systems influence consumer decisions to purchase goods. The population in this study were the people of Lumajang Regency who use Nivea products on the Shopee market. This research is quantitative. Respondents from the Lumajang Regency community numbered 60 people. Using a purposive sampling technique. The analysis method used is multiple linear regression. Payment systems do not have a significant impact on purchasing decisions because they are generally standard in the Shopee marketplace and uniform across various other e-commerce platforms. Flash sales have a positive and significant impact on purchasing decisions for Nivea products. Significant price discounts make consumers feel happy and anticipate the arrival of flash sales. These flash sales are carried out for a short period of time, so consumers wait for the opportunity to buy Nivea products at a lower price. Product ratings have a positive and significant influence on purchasing decisions. This shows that having many product ratings on a star scale can increase consumer confidence in purchasing Nivea products on Shopee.

Keywords: Operational Management, Flash Sale, Product Rating