LIFESTYLE AND PRODUCT KNOWLEDGE AS DETERMINANTS OF CONSUMER SATISFACTION IN SKINCARE FLASH SALE PURCHASES ON E-COMMERCE
DOI:
https://doi.org/10.29244/jsshe.1.2.%25pKeywords:
consumer satisfaction, flash sale, lifestyle, product knowledgeAbstract
Technological advancements have significantly changed consumer behavior, shifting purchasing patterns from offline to online platforms. Flash sales have become a widely used promotional strategy to stimulate product sales, with skincare products among the most popular categories purchased through e-commerce. This study aimed to analyze consumer satisfaction in skincare purchases during flash sale events, focusing on the influence of lifestyle and product knowledge. Using an explanatory quantitative design with purposive sampling, data were collected from 183 respondents and analyzed using Microsoft Excel 2016, SPSS version 25, and SmartPLS 3.0. The results of the Structural Equation Modeling (SEM) analysis revealed that lifestyle has a significant positive effect on both product knowledge and consumer satisfaction, while product knowledge does not significantly affect satisfaction. These findings suggest that lifestyle plays a more dominant role than knowledge in shaping consumer satisfaction during online flash sale events, emphasizing the importance of psychological and behavioral factors in impulsive online purchasing contexts.
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