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Journal : ProBisnis : Jurnal Manajemen

The Influence of Flash Sale and Live Streaming on Impulsive Purchases Mediated by Positive Emotions Muliani, Ervina; Anggriani, Rini; Yuliana, Ika; Delthan, Stevany Hanalya; Assa’ady, M Chotibul Umam
ProBisnis : Jurnal Manajemen Vol. 16 No. 2 (2025): April 2025: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

The 4.0 digitalization era increases the number of online transactions, one of the e-commerce platforms used is Shopee. Until the end of 2023, this platform recorded the highest number of visitors and continued to innovate through flash sales and live streaming to encourage impulsive purchases. However, several issues have arisen, such as delays in refunds due to stock update errors during flash sales and lag during live streaming. This study aims to analyze the influence of flash sales and live streaming on impulsive buying mediated by positive emotions. The method used is quantitative with data collection through questionnaires filled out by 100 respondents. Data collection was analyzed using the Smart PLS application. The research results show that flash sales have a positive and significant effect on impulsive buying, live streaming has a positive but not significant effect on impulsive buying, flash sales have a positive and significant effect on positive emotions, live streaming has a positive but not significant effect on positive emotions, positive emotions have a negative and not significant effect on impulsive buying, and neither flash sales nor live streaming successfully mediates the effect on impulsive buying. Based on these findings, Shopee is advised to implement flash sale programs more frequently to elicit positive emotions and impulsive purchases from consumers. Then, the host in live streaming should be more transparent in explaining the offered products so that consumers feel more comfortable and spontaneous in making purchases.
Exploring the Lifestyle of Adolescent Girls in Purchasing Korean Skincare Products Meilyana, Meilyana; Anggriani, Rini; Jati, L. Jatmiko; Wardi, Putri Amalia
ProBisnis : Jurnal Manajemen Vol. 16 No. 2 (2025): April 2025: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The beauty industry specifically the consumption of skincare products, has undergone a significant transformation which impacted by Korean Culture (Hallyu). In Indonesia, this transformation has become a trend that affected the lifestyle of teenage girls in choosing their skincare. This study is designed to investigate the consumption pattern of Korean skincare on teenage girls by highlighting the possible factors that impacting the purchase. This research applies the qualitative phenomenological approach, involving six informants aged 18-21 years in Mataram City, West Nusa Tenggara. Data were collected through in-depth interviews and analyzed using condensation techniques, data presentation, and conclusion drawing. The findings reveal that teenage girls consumption of Korean skincare is influenced by three main factors such as appearance needs, promotional effects, and risks anticipation. Teenage girls perceive skincare as part of their self-image and confidence; while social media and influencers play the main roles to introduce and promote the product. Although they are affected by trends, they remain selective by considering product compatibility with their skin type and reading user reviews before making a purchase. The study concludes that Korean skincare consumption among teenage girls is not solely driven by aesthetic considerations but also by awareness of product safety and quality. These findings have implications for the beauty industry, particularly in developing experience-based marketing strategies and providing more in-depth consumer education for the purchasers.
Co-Authors Abdul Kodir Djaelani Abdul Muhid, Abdul Abdurahman Abdurrahman Acai Sudirman Aditia, Rifqi Aggriani, Nuning Ahmat Adil Akib, Nasifa Tridasari Alpiansah , Restu Andi Ikhsan Wijaya Anjani, Dewi Sekar Anthony Anggrawan Arsana, I Made Mangku Arwin Yafi Rahmatullah Asfhin, M. Ashary, Aldi Assa’ady, M Chotibul Umam Ayu Dasriani, Ni Gusti Aziz, Fatahul Baiq Dinna Widiyasti Baiq Nadia Nirwana Cahyadi, Irwan Chandra, Hendika christofer satria Cornelia, Cindy Dayani, Aprilia Dwi Delthan, Stevany Hanalya Deni, Reza Sulpan Dyah Susilowati Ega Dwi Putri Marswandi Fahry Febria Nurmelia Marlina Fikri Rahman, Haikal Helna Wardhana Hendri, Dr. Wira Hijjah, Khasnur Hilda Hastuti I Nyoman Yoga Sumadewa Ibrahim, Isra Dewi Kuntary Indrayanto, Georano Intan Maulina, Intan Irwan Cahyadi Jati, L Jatmiko Jati, Lanang Jatmiko Jatmiko Jati, Lalu Josman, Lady Faerrosa Khairunnisa Komala, Rina Kusuma, Syarwana Edya Lena, Mirza Lestari, Ni Kadeq Ratna Dwi Liem, Nelson Lilik Widyawati M. Chothibul Umam Assa’ady Mahharani, Ayu Makalmay, Gracia Lelia Anasthasia Mayladewi, Ida Ayu Made Meilyana Meilyana, Meilyana Melati Rosanensi Meqorry Yusfi Mohammad Ziad Anwar Mubarak A. Taufan, Muh. Syahril Mulawarman, Logi Muliani, Ervina Ni Made Dwi Puspitawati Ni Putu Cempaka Dharmadewi Atmaja Ni Putu Lisa Ernawatiningsih Ningsih, Dewi Ayu Ratna Noviansyah Noviansyah, Noviansyah Nurhapiza, Nurhapiza Nurul Huda Nurul Pratiwi Phyta Rahima Prasetia, Muh Andika Prasetia, Muhammad Andika Pratama, Aryan Pratama, Yuda Januar Puspita Dewi Puspita Dewi, Puspita Putra, I Kadek Dhika Pradana Putri Amalia, Nurul Rahmah, Rizky Mawadatul Rahman, Haikal Fikri Rahmat Rasyid Rahmawati, Afika Dwikesuma Rahmawati, Rahmawati Rasmulia Sembiring Reny Refitaningsih Peby Ria Restu Alpiansah Risfani, Risfani rodhi, mohammad najib Ryzal Satria Aditama Sahroyani, Mira Salsabila, Suci Indah Sari, Riana Sidharta, Raden Bagus Faizal Irany Sofiyan Sofiyan Stevany Hanalyna Dethan Sugijanto, Peter Wijaya Sulfanita, Andi SUMIYATI SUMIYATI Susilo Talidobel Syukur Kahar, Muh. Taufik Hidayat Tilani, Dianisa Tullah, Nurhidayah Two Sulfiar, Ahmat Endang Ulandari, Ni Luh Darmasanti Aprilia Ulya khae Roni , Izzatul Umiyatun, Reni Virginia, Cita Wardi, Putri Amalia Wawansyah Widia Febriana, Widia Wijayanti, Monica Chandra Wira Hendri Yuliana, Ika Yuris Danilwan Zahrah Zahrah, Zahrah Zulkarnain, Zulkarnain