PENGARUH SALES PROMOTION TERHADAP REPURCHASE INTENTION MELALUI IMPULSIVE BUYING PENGGUNA SHOPEE - Marcelino Antonius; Arihta Tarigan (Digismantech (Jurnal Program Studi Bisnis Digital), 2023)
Abstrak - Penelitian ini dilakukan untuk melihat pengaruh flash sale, gratis ongkos kirim, dan potongan harga terhadap niat beli ulang yang dimediasi oleh impulsive pembelian impulsif di Shopee di kalangan mahasiswa Tangerang. Dengan menggunakan metode kuantitatif, data dikumpulkan melalui kuesioner google form. Responden yang diperoleh sebanyak 100 koresponden yang memenuhi syarat, kemudian diolah dengan Hasil penelitian ini menunjukkan bahwa variabel flash sale dan price discount memiliki pengaruh langsung langsung terhadap pembelian impulsif di Shopee. variabel flash sale dan price discount memiliki pengaruh impulsive buying dan memiliki pengaruh tidak langsung terhadap repurchase intention. Sedangkan variabel gratis ongkos kirim tidak berpengaruh langsung langsung terhadap impulsive buying dan tidak memiliki pengaruh langsung terhadap repurchase intention. terhadap impulsive buying dan tidak memiliki pengaruh tidak langsung terhadap niat beli ulang. terhadap niat beli ulang. Keywords: Flash sale, Gratis ongkir, Price discount, Impulsive buying, Repurchase intentionAbstract - This study was conducted to see the effect of flash sales, free shipping, and price discounts on Repurchase intention mediated by impulsive buying at Shopee among Tangerang students. Using quantitative methods, data was collected through a google form questionnaire. Respondents obtained were 100 qualified correspondents, then processed with software The results of this study indicate that the flash sale and price discount variables have a direct influence on impulsive buying on Shopee. sale and price discount variables have a direct influence on impulsive buying and have an indirect effect on repurchase intention. Meanwhile, the free shipping variable has no direct effect on impulsive buying and has no direct effect on repurchase intention. on impulsive buying and has no indirect effect on repurchase intention. on repurchase intention.  Keywords: Flash sale, Free Shipping, Price discount, Impulsive buying, Repurchase intention