FAKTOR -FAKTOR PROMOSI YANG MEMPENGARUHI PEMBELIAN IMPULSIF PADA KONSUMEN SHOPEE DI KABUPATEN JEPARA

Aisma Novita Sari (Universitas Muria Kudus)
Triana Hasty Kusuma (Universitas Muria Kudus)

MEJ
Vol. 1 No. 2 (2026): September

ABSTRACT This study aims to analyze promotional factors that influence impulsive buying, namely flash sale, live streaming, cashback, and free shipping among Shopee consumers in Jepara Regency. This research uses a quantitative approach with a sample of 100 Shopee users in Jepara Regency selected through purposive sampling with a non-probability sampling method. Data were collected using a structured questionnaire and analyzed using SPSS version 25. The results show that flash sale promotions have a positive and significant effect on impulsive buying among Shopee consumers in Jepara Regency, live streaming promotions have a positive and significant effect on impulsive buying among Shopee consumers in Jepara Regency, cashback promotions have a positive and significant effect on impulsive buying among Shopee consumers in Jepara Regency. Free shipping promotions have a positive and significant effect on impulsive buying among Shopee consumers in Jepara Regency. Furthermore, flash sale, live streaming, cashback, and free shipping have a positive and significant effect on impulsive buying among Shopee consumers in Jepara Regency.