<![CDATA[This article is a literature review in the field of marketing management which examines the influence of flash sale and free shipping promotions on purchase intention and its impact on consumer purchase decisions in e-commerce platforms. The purpose of this article is to construct hypotheses that can be empirically tested in future research related to online consumer behavior. The research method used is library research by reviewing scientific articles from online academic databases such as Google Scholar. The results of the review indicate that: (1) Flash sale promotions positively influence purchase intention, (2) Free shipping promotions positively influence purchase intention, and (3) Purchase intention positively influences purchase decisions. These findings conceptually demonstrate that marketing promotions in e-commerce play a significant role in encouraging consumer.]]>
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