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All Journal Jurnal Ilmiah Mahasiswa Kelautan Perikanan Unsyiah Jurnal Manajemen
Irfan Alfandi
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Earth & Planetary Sciences Economics, Econometrics & Finance Education

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Journal : Jurnal Manajemen

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Identification of Impulse Buying Behaviour among Shopee Users in Sumatra Island Irfan Alfandi; Rina Suthia Hayu
Jurnal Manajemen Vol. 29 No. 3 (2025): October 2025
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v29i3.2766

Abstract

This study aims to analyse the effect of marketing strategies such as flash sale, cashback, pay later, and free shipping on Impulse Buying behaviour among student Shopee users on the island of Sumatra. Using a quantitative approach, data will be collected through questionnaires distributed to 140 respondents. This research focuses on the age range of 18 to 25 years. The results of this study are expected to enrich the literature on consumer behaviour in the e-commerce sector. The findings are also expected to help companies or organisations understand what factors can drive Impulse Buying and optimise their marketing strategies to be more attractive to consumers on the island of Sumatra. The results of this study indicate a significant effect on the Flashsale and Cashback Variables on Impulse Buying. However, the Paylater and Freeshipping Variables do not affect Impulse Buying.
Co-Authors Iko I Arisa Rina Suthia Hayu Siska Mellisa