Pengaruh Program Flash Sale dan Gratis Ongkos Kirim terhadap Pembelian Impulsif Skincare Skin1004 pada Pengguna Shopee
DOI:
https://doi.org/10.63822/2mgvjh87Keywords:
Flash Sale; Free Shipping; Impulse Buying; Shopee, Skin1004Abstract
This study aims to analyze the influence of Flash Sale and Free Shipping on Impulse Buying among consumers of Skin1004 skincare products on the Shopee e-commerce platform. The study is motivated by the increasing competition in the e-commerce industry, which encourages companies to implement various promotional strategies to influence consumers' purchasing decisions, particularly through Flash Sale and Free Shipping programs that are expected to stimulate impulse buying behavior. This research employed a quantitative approach with an associative research design to examine the causal relationships between the independent and dependent variables. Primary data were collected through questionnaires distributed to 100 respondents who had purchased Skin1004 skincare products on Shopee, using a purposive sampling technique. Data were analyzed using multiple linear regression, supported by validity and reliability tests, classical assumption tests, partial (t-test), simultaneous (F-test), and the coefficient of determination (R²). The findings indicate that Flash Sale has no significant effect on Impulse Buying partially, while Free Shipping has a positive and significant effect on Impulse Buying partially. Simultaneously, Flash Sale and Free Shipping have a significant effect on Impulse Buying. These results suggest that promotional strategies Flash Sale and Free Shipping effectively encourage consumers to make spontaneous purchase decisions.
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