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Afriani, Dea
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Economics, Econometrics & Finance

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Pengaruh Flash Sale dan Gratis Ongkir Terhadap Impulse Buying pada Produk Facetology Di Shopee Afriani, Dea; Zahroh Fauziyah, Asma; Pratiwi, Ratih
IKRAITH-EKONOMIKA Vol. 9 No. 2 (2026): IKRAITH-EKONOMIKA Vol 9 No 2 Juli 2026
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37817/ikraith-ekonomika.v9i2.5561

Abstract

ABSTRAK Pertumbuhan e-commerce di Indonesia mendorong semakin intensifnya strategi promosidigital, seperti Flash Sale dan Gratis Ongkir, yang kerap memicu perilaku Impulse Buying.Penelitian ini bertujuan untuk mengetahui pengaruh Flash Sale dan Gratis Ongkir terhadap perilakuImpulse Buying konsumen produk Facetology di Shopee. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling terhadap 100 responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda. Hasil penelitianmenunjukkan bahwa kedua variabel berpengaruh signifikan terhadap impulse buying, dengan FlashSale sebagai faktor yang lebih dominan. Secara simultan, keduanya mampu menjelaskan 95,4%variasi perilaku impulse buying. ABSTRACT The growth of e-commerce in Indonesia has led to more intensive digital promotion strategies, suchas Flash Sales and Free Shipping, which often trigger impulse buying behavior. This study aims to determinethe effect of Flash Sales and Free Shipping on the impulse buying behavior of Facetology product consumerson Shopee. The method used is a quantitative approach with purposive sampling of 100 respondents. Datawas collected through questionnaires and analyzed using multiple linear regression. The results show thatboth variables have a significant effect on impulse buying, with Flash Sales being the more dominant factor.Simultaneously, both variables explain 95.4% of the variation in impulse buying behavior.
Co-Authors Ratih Pratiwi Zahroh Fauziyah, Asma