This study is conducted to examine the role of flash sales, OCR (Online Customer Review), and hedonic value in increasing impulse buying especially for the fashion products sold in the Indonesian e-marketplaces. This research is quantitative explanatory research and the primary data was obtained from an online survey with the sample consisted of 234 respondents taken by applying purposive sampling method.  Data were analyzed using analysis of multiple linear regression. The results of this study prove that flash sales, OCR, and hedonic value have positive and significant effect on the impulse buying of fashion products in e-marketplace. These results imply that to increase consumer’s impulse buying toward fashion products, the marketers or sellers in the e-marketplace should make effective marketing strategy by conducting frequent flash sales while stimulating positive OCR and hedonic value.

This research aims to examine the mediating role of perceived value and tourist satisfaction on the influence of the destination's image on word of mouth at Blitar Chocolate Village as an educational tourism destination. This explanatory research used incidental sampling techniques to determine tourist respondents who were on educational tour visits as many as 130 people. The data is analyzed using partial least squares (PLS) with SmartPLS 4.0 software to analyze the data.. As a result, Perceived value is not able to mediate the image of the destination to word of mouth, but tourist satisfaction is able to mediate the image of the destination to word of mouth Blitar Chocolate Village. For further research, other variables can be added to find out updates and developments regarding factors that can affect perceived value, tourist satisfaction, and word of mouth.