THE EFFECT OF FLASH SALE AND PRICE ON IMPULSE BUYING BEHAVIOR OF MARKETPLACE USERS
Main Article Content
Dewi Andriany
Mutia Arda
Shopee is an e-commerce that offers online buying and selling services with various attractive features such as free shipping, cashback, flash sales at very low prices, and others. There are considerations about consumer motives and behavior when flash sales are offered which influence consumer impulsive purchasing decisions. This study aims to analyze the effect of flash sales and prices on impulse buying in Shopee marketplace users in Medan City. The research population is all Shopee Marketplace users in Medan City who have shopped at the Shopee Marketplace, the sample of this study is 100 respondents. Data collection techniques through questionnaires and data analysis using multiple linear regression analysis. The results of multiple linear regression analysis show that there is an effect of flash sales on impulse buying in marketplace users, there is no effect of price on impulse buying in marketplace users. The R-Square value of 0.818 or 81.8% shows the contribution of flash sales and prices to impulse buying in Shopee Marketplace users in Medan City and the remaining 18.2% is influenced by other variables not studied.
Adrian, M., Fajri, A., Am, T., & Yamalay, F. (2023). Pengaruh Flash Sale Dan Tagline “Gratis Ongkir” Terhadap Pembelian Impulsif Melalui Variabel Intervening Emosi Positif Pada Marketplace Di Kota Palembang. Jurnal Manajemen Pemasaran Dan Sumber Daya Manusia, 4(3), 132–140.
Agrawal, S., & Sareen, S. A. (2016). Flash Sales – The Game Changer In Indian E Commerce Industry. International Journal Of Advance Research And Innovation, 4(1), 343–348
Alfani, M. H. (2020). Pengaruh Harga Dan Promosi Terhadap Impulse Buying Pada Produk Online Menurut Ekonomi Syariah. Journal Of Economic, Business And Accounting, 3(2), 365–377
Andriany, D,. & Arda, M. (2019). The Effect Of Bonus Pack And Price Discount On Buying Impulse. International Confetence On Innovation Of Small Medium-Sized Enterprice (ICIS). 75-82.
Andriany, D., & Arda, M. (2021). The Effect Of Discount Prices Toward Impulse Buying Halal Food On Go Food Consumers In Medan. Proceeding International Seminar On Islamic Studies, 2(1), 54–61.
Arda, M,. & Andriany, D,. (2019). Effect Of Loneliness And Discount Price On Impulse Buying In Teenage Girls. Internasional Conference On Innovation Of Small Medium-Sized Enterprise. 25-34.
Arda, M. (2021). Pengaruh Motivasi Konsumen Dan Diskon Terhadap Pembelian Tidak Terencana Di Delipark Mall Pada Masa Pandemi Covid 19. Seminar Nasional Teknologi Edukasi Dan Humaniora, 1(1), 820–827
Fauziah, A., & Tirtayasa, S. (2022). Pengaruh Harga, Kepercayaan, Penggunaan Aplikasi Dan Promosi Terhadap Keputusan Pembelian Di Shopee Pada Masa Pandemi Covid – 19. Jesya: Jurnal Ekonomi Dan Ekonomi Syariah, 5(2), 1381–1395.
Gerry, F. C., Ikhbal, A., & Hichmaed, T. H. (2022). Pengaruh Promosi Dan Harga Terhadap Impulse Buying Pada Pengguna E-Commerce Shopee Di Pekanbaru. Economics, Accounting And Business Journal, 2(1), 151–159
Hermawan, J., Tirtayasa, S., & Suwito, S,. (2023). Pengaruh Citra Perusahaan Dan Harga Terhadap Kepuasan Pelanggan Di Mediasi Keputusan Pembelian Sebagai Variabel Intervening (Studi Kasus Indihome Bisnis Pt. Telkom Witel Medan). Journal Of Student Development Informatics Management (Josdim), 3(2), 222–237.
Hikmah, H. 2020. Pengaruh Harga, Promosi Dan Kualitas Produk Terhadap Pembelian Impulsif Di Kota Batam, Journal Of Business And Economics Research (JBE), 1(2).
Istiqomah, N,. Saminah. S,. Mursyid,. & Vincy,. M,. (2023). Pengaruh Promosi, Harga Dan Kualitas Produk Dalam Islam Terhadap Perilaku Impulsive Buying Di E-Commerce Pada Generasi Muslim Milenial Di Samarinda. Rayah Al Islam: Jurnal Ilmu Islam. 7(3). 1691-1706.
Kotler, P., & Keller, G. (2016). Principles of Marketing. Pearson/Prentice Hall.
Kusumasari, I. R. (2022). Pengaruh Flash Sale, Diskon , Dan Subsidi Gratis Ongkir Terhadap Perilaku Impulse Buying Pengguna Marketplace Shopee (Studi Pada Mahasiswa Aktif Administrasi Bisnis Upn “Veteran” Jawa Timur. Jurnal Bisnis Indonesia, 13(2).
Nigam, A., Dewani, P. P., & Behl, A. (2020). Exploring Deal Of The Day: An E Commerce Strategy. Benchmarking: An Internasional Journal, 27(10), 2807–2830
Rusni, A,. & Solihin, A,. (2022). Pengaruh Motivasi Belanja Hedonisme, Diskon Harga Dan Tagline “Gratis Ongkir” Terhadap Keputusan Pembelian Impulsif Secara Online Di Shopee. Jurnal Ilmiah Manajemen Bisnis. 7(2). 167-179.
Styowati, C. Y,. & Dwiridotjahjono, J,. (2023). Pengaruh Hedonic Shopping Motivation, Shopping Lifestyle Dan Promosi Penjualan Terhadap Impulse Buying Pada Pengguna Sociolla Di Surabaya. Management Studies And Entrepreneurship Journal (MSEJ). 4(2).
Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatig, dan R&D, penerbit Alfabeta, Bandung.
Syauqi, A., Lubis, F. A., & Atika. (2022). Pengaruh Cashback, Flash Sale, Tagline “Gratis Ongkir” Terhadap Impulse Buying Konsumen Generasi Z Pada Shopee (Studi Kasus Mahasiswa Universitas Islam Negeri Sumatera Utara). Jurnal Manajemen Akuntansi (Jumsi), 2(4), 734–749
Wangi, L. P., & Andarini, S. (2021b). Pengaruh Flash Sale Dan Cashback Terhadap Perilaku Impulse Buying Pada Pengguna Shopee. Jurnal Bisnis Dan Kajian Strategi Manajemen, 5(1).
