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Gloria Katiman
Universitas Sam Ratulangi

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Pengaruh Price Discount dan Flash Sale terhadap Impulsive Buying Produk Shopee pada Mahasiswa Unsrat Gloria Katiman; Lucky Tamengkel; Olivia F.C. Walangitan
Productivity Vol 6 No 2 (2025): Juni 2025
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v6i2.61149

Abstract

This study analyzes the influence of price discount and flash sale on impulsive buying among Shopee e-commerce users, particularly among UNSRAT students. The research data was collected through a questionnaire distributed to 100 Shopee users selected through purposive sampling. Data analysis was conducted using multiple linear regression, with T-tests to assess the individual influence of each independent variable (price discount and flash sale) on impulsive buying, and an F-test to evaluate the simultaneous influence of both variables. The results of the study indicate that flash sale has a positive and significant influence on impulsive buying, while price discount does not have a significant effect on impulsive buying behavior. However, simultaneously, price discount and flash sale significantly affect impulsive buying, as demonstrated by the F-test results. These findings highlight that the urgency created by flash sales is a more dominant factor in driving impulsive buying behavior compared to price discounts. Therefore, marketing strategies based on flash sales are more effective in generating impulsive buying behavior among Shopee users.
Co-Authors Lucky Tamengkel Olivia F.C. Walangitan