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Utami, Cahyaning
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Journal : Journal of Management and Bussines (JOMB)

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Pengaruh Flash Sale dan Diskon terhadap Impulsive Buying pada Produk Fashion di Shopee Utami, Cahyaning; Savitri, Citra; Pramudita Faddila, Syifa
Journal of Management and Bussines (JOMB) Vol 6 No 4 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i4.10118

Abstract

This study aims to measure the extent to which flash sales and discount offers influence impulsive buying decisions. Data were collected through an online survey involving 130 respondents and analyzed using quantitative descriptive methods and Structural Equation Modeling - Partial Least Squares (SEM-PLS) to evaluate the significant effect of flash sales and discounts on impulsive buying. The results showed that marketing strategies involving flash sales and discounts significantly stimulated quick and spontaneous purchasing decisions. This finding highlights the effectiveness of these marketing techniques in increasing consumer impulsive behavior in the fashion category. Keywords: Discount, Flash Sale, Impulsive Buying
Co-Authors Pramudita Faddila, Syifa Savitri, Citra