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"ABSTRAKPenelitian ini bertujuan untuk menganalisis pengaruh deal proneness terhadap reparticipation niat menjual flash online Tokopedia dengan mempertimbangkanatribusi sebagai variabel moderasi. Responden yang dituju adalah pengguna diJabodetabek yang pernah berpartisipasi dalam Flash Sale online Tokopedia sebelumnya 1 (satu) kali terakhir dan mengalami kegagalan layanan proses. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada responden diperoleh dengan teknik purposive sampling. Hasil analisis menggunakan metode Parsial Least Square-Structural Equation Modeling (PLS-SEM) menunjukkan bahwa kesepakatan kerentanan memiliki pengaruh langsung pada niat partisipasi ulang di pengguna yang telah berpartisipasi dalam penjualan flash online dan mengalami kegagalan layanan proses. Sedangkan peran moderasi berasal dari atribusi internal dan eksternal pengaitan menunjukkan bahwa tidak ada hubungan interaksi dengan rawan kesepakatan dalam mempengaruhi niat partisipasi ulang. Hasil analisis juga menunjukkan bahwa atribusi eksternal memiliki efek langsung yang signifikan terhadap partisipasi niat.ABSTRACTThis study aims to analyze the effect of deal proneness on reparticipation of Tokopedia's online flash selling intentions by considering attribution as a moderating variable. The intended respondents are users on Jabodetabek that has participated in the previous Tokopedia online Flash Sale 1 (one) last time and experienced a process service failure. This research using a quantitative approach through distributing questionnaires to respondents obtained by purposive sampling technique. The results of the analysis using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method indicate that the agreement of vulnerability has a direct influence on the intention of re-participation in users who have participated in online flash sales and experienced a service process failure. Meanwhile, the role of moderation comes from internal and external attributions showing that there is no interaction relationship with agreement-prone in influencing the intention to re-participate. The analysis results also show that external attributions have a significant direct effect on intention participation."

"Maraknya penggunaan e-commerce untuk berbelanja yang semakin berkembang membuat hadirnya istilah ‘’Hari Belanja Online Nasional’’ atau yang biasa disebut dengan Harbolnas. Mengingat konsumen Indonesia cukup konsumtif dan mudah terdorong untuk berbelanja jika ada insentif promosi, maka e-commerce terus melakukan strategi promosi tersebut, sehingga penelitian ini bertujuan untuk menganalisis pengaruh dari strategi promosi e-commerce yang dapat mendorong intensi konsumen untuk kembali berbelanja. Penelitian terhadap 580 responden ini dilakukan melalui kuesioner secara daring dan data dianalisis menggunakan Structural Equation Modelling (SEM). Hasil dari penelitian menunjukkan bahwa keempat strategi strategi promosi, yaitu PTPP (Perceived Temptation of Price), PFPA (Perceived Fun of Promotion Activities), PCRP (Perceived Categories Richness of Promotion), PCMP (Perceived Contagiousness of Mass Participation), serta information quality memiliki pengaruh pada Re-participation intention serta PTPP (Perceived Temptation of Price), PFPA (Perceived Fun of Promotion Activities), PCRP (Perceived Categories Richness of Promotion). PCMP (Perceived Contagiousness of Mass Participation) tidak memoderasi pengaruh PTPP, PFPA, dan PCRP terhadap Re-participation intention.

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The increased trend of shopping using e-commerce has given rise to the term ’Hari Belanja Nasional’’ or commonly known as Harbolnas. Considering that Indonesian consumers are quite consumptive and easily triggered to shop if there are promotional incentives, e-commerce carries out this promotional strategy, so the study aims to analyze the effect of e-commerce promotion strategies that can encourage consumers to re-participate in online shopping festivals. A survey of 580 respondents was conducted through online questionnaires and data analysis using Structural Equation Modeling (SEM). The results of the study indicate that the four promotional strategies, namely PTPP (Perceived Temptation of Price), PFPA (Perceived Fun of Promotion Activities), PCRP (Perceived Categories of Richness of Promotion), PCMP (Perceived Contagiousness of Mass Participation), and Information Quality have influence on Re-Participation Intention and Promotion Activities). In addition, PCMP (Perceived Contagiousness of Mass Participation) cannot moderate the influence of PTPP, PFPA, and PCRP on Re-Participation intention."