Flash Sales Research Articles

Impulsive Buying Behavior Towards Livestream Shopping through S-O-R Framework: An Islamic Economic Perspective (Case Study of the Central Java Muslim Community)

This study aims to analyze the factors that cause impulsive buying behavior towards livestream shopping through the Stimulus-Organism-Response (S-O-R) framework. Methods of data collection are done through a questionnaire. The research population includes the Muslim community of Central Java who have purchased products in livestream shopping with a sample of 220 respondents. The analysis tool used is SmartPLS 3.2.9 using the Structural Equation Modeling – Partial Least Squares (SEM-PLS) analysis method. The results of the analysis show that the stimulus factors which include interpersonal interaction, discount vouchers, and flash sales have a positive and significant effect on the perceived enjoyment of livestream shopping in the Muslim community of Central Java. In addition, the stimulus factors in the form of purchase convenience, product usefulness, and product price also positively and significantly affect the perceived usefulness of livestream shopping in the Muslim community of Central Java. As for the variables which are organisms, including the perceived enjoyment of livestream shopping and the perceived usefulness of livestream shopping, both have a positive and significant effect on the impulsive buying behavior of the Muslim community in Central Java which is the response in this study.

Shopee Marketplace Promotion on TikTok: AIDA Model Study on the Impact of Purchasing Behavior of Young Women in Makassar City, Indonesia

This study analyzes the impact of young women’s purchasing behavior on user activity driven by Shopee marketplace promotions on TikTok. This study adopts the Attention, Interest, Desire, and Action (AIDA) model to evaluate purchasing behavior. A quantitative, cross-sectional survey method was employed, involving 283 female adolescent respondents from Makassar City. This study utilizes the AIDA model to assess the independent variables, namely frequency, duration, and consistency, and their influence on the dependent variable, the purchasing behavior process. The findings reveal that purchasing behavior, as measured through the AIDA model, has a positive and significant effect on Shopee marketplace promotions on TikTok. The result of the hypothesis test confirms that Shopee marketplace promotions on TikTok social media influence the product purchasing behavior process. This study further explores various Shopee promotion strategies on TikTok, including discounts, flash sales, cashback offers, free shipping, and product codes. This study offers a new perspective on investigating popular e-commerce platforms in Southeast Asia, particularly among young digital-native consumers. The practical implications suggest that online marketplaces can utilize social media promotions to drive purchases through diverse and engaging promotional strategies.

Analisis Pengaruh Program Flash Sale dan Discount Terhadap Impulsive Buying pada Generasi Milenial Pengguna Shopee

The ease with which people can access the internet and the increasing affordability of smartphones to the lower and middle classes have enabled digital technology to capture a large market share. This is demonstrated by the increasing number of unicorn startups in Indonesia, such as Shopee. Shopee is very active in utilizing online marketing strategies, especially in carrying out promotions in the form of flash sales and discounts to attract the attention of Shopee users. This research aims to evaluate the effect of flash and discount programs on impulsive buying among the millennial generation of Shopee users. The research method uses SPSS 23 analysis with a population of residents in Bumi Mutiara Indah. A sample of 86 respondents was taken using the Slovin formula (10% error rate). The research results show that flash sale and discount programs significantly influence impulse purchases.

Analisis Pengaruh Flash Sale dan Tagline “Gratis Ongkir” Terhadap Keputusan Pembelian pada Shopee

This research aims to analyze the influence of flash sales and the tagline "free shipping" on purchasing decisions on Shopee. In this research the author uses quantitative research with an associative approach. The results of this research are that the flash sale variable and the tagline "free shipping" partially influence purchasing decisions in Karawang City and the flash sale variable and the tagline "free shipping" simultaneously influence purchasing decisions in Karawang City. Because of the strong encouragement from the flash sale offered by Shopee and the tagline "free shipping" on Shopee, it can lead to purchasing decisions among consumers who see it. This shows that the more Shopee flash sale programs and free shipping available on Shopee, the more purchasing decisions will increase.

Pengaruh Flash Sale dan Diskon terhadap Impulsive Buying pada Produk Fashion di Shopee

This study aims to measure the extent to which flash sales and discount offers influence impulsive buying decisions. Data were collected through an online survey involving 130 respondents and analyzed using quantitative descriptive methods and Structural Equation Modeling - Partial Least Squares (SEM-PLS) to evaluate the significant effect of flash sales and discounts on impulsive buying. The results showed that marketing strategies involving flash sales and discounts significantly stimulated quick and spontaneous purchasing decisions. This finding highlights the effectiveness of these marketing techniques in increasing consumer impulsive behavior in the fashion category. Keywords: Discount, Flash Sale, Impulsive Buying

A Jurisprudential Review of Business Competition Practices on the Shopee Platform

The rapid development of technology has transformed conventional business practices, with digital platforms such as Shopee providing innovative features, such as live streaming and flash sales. However, these features have the potential to enable unfair business competition. This study examines the impact of live streaming on Shopee Live and Toko Saya flash sales on a Shopee platform from the perspective of business competition. Using a qualitative approach, this study focuses on the policies and practices surrounding these features. The findings reveal that while certain promotional practices are legitimate, the ongoing practice of providing conditional discounts and low prices may violate business competition laws and principles of business competition jurisprudence in Islam. Sellers and buyers have indicated that these practices are not based on the principles of honesty and balance and can be detrimental to smaller businesses with limited capital. This study highlights the need for businesses to prioritize moral ethics and adhere to religious and state rules to create a fair and competitive market that protects consumer rights. As digital platforms continue to grow, it is crucial to address the potential for unhealthy business competition and to ensure that all parties, including conventional business actors, can participate fairly in the market.

A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform

The rapid expansion of online commerce has significantly altered consumer behavior, particularly among digitally-savvy Generation Z individuals. This research analyzes the influence of product presentation videos on online impulsive buying behaviors in this demographic, using the Shopee video platform as a case study. The study aims to investigate how various external factors, including time pressure (TP), quantity pressure (QP), economic benefits (EB), social influence (SI), visual (VS), and sound (SO), affect online impulse buying by mediating emotions of arousal (AR) and pleasure (PL). This study employed a quantitative approach, and data was collected through a Likert scale questionnaire using a non-probability sampling technique. PLS-SEM statistical analysis was utilized to assess the research model, exploring the interplay of these stimuli in shaping impulsive buying behavior on the Shopee platform, among 438 Vietnamese Generation Z. The study's results indicate significant impacts of all factors on arousal, while time pressure, quantity pressure, and economic benefits did not significantly influence pleasure. Notably, arousal and pleasure emerged as mediators shaping impulsive buying decisions among Generation Z. These findings indicate that strategic use of external factors can effectively trigger emotions, leading to impulsive buying among digital natives. This also offers valuable insights for marketers looking to enhance e-commerce strategies on platforms such as Shopee video. Marketers can trigger customers' impulsive buying by creating a sense of urgency (e.g. flash sales, limited quantities), useful online reviewing, and personalizing discounts. Additionally, using visual and sound strategies in a positive online experience can further enhance this behavior and shape preferences. This study's findings contribute to a deeper understanding of consumer behavior theories in the digital era, highlighting the intricate roles of arousal and pleasure in online impulse buying.

E-Commerce: The Mechanism of Flash Sale on Perspective Indonesia’s Positive Law and Sharia Economic Law

Technological developments provide easier access to marketing and buying and selling to the public. This opportunity is also used as widely as possible to market products with various online marketing strategies, one of which is flash sales. Flash sales became popular and became a buying and selling mechanism that was widely applied by online merchants. However, this leaves a question mark about the law of the flash running mechanism both in terms of Indonesia's positive law and sharia economic law in particular. The research method used in this study is qualitative research with a cross-site study approach. Primary data sources are obtained from direct searches on e-commerce platforms, while secondary data is obtained from journals and other published research results. The results of this study show that the flash sale mechanism that has been running so far in Indonesia has been in accordance with Indonesia's positive law and sharia economic law, both from normative, social, and sharia aspects itself.

Strategi Pemasaran Flash Sale Live Shopping Tiktok Shop Terhadap Minat Konsumen Dalam Membeli Produk Maybelline

The development of digital marketing has given birth to various marketing innovations that were previously unknown. One form of digital marketing innovation currently is Flash Shale Live Shopping on Tiktok. This research aims to analyze the Tiktok Shop Flash Sale Live Shopping marketing strategy on consumer buying interest in Maybelline products. The research was carried out using a descriptive qualitative approach, research data came from search results in various digital databases. The research results show that Live shopping on the TikTok Shop has proven effective in influencing consumer buying interest in Maybelline products. This success was driven by several factors: 1). Live shopping videos that display products in real time and attractive visualizations. 2). Prices during the duration of live shopping. Maybelline provides several promotions such as Buy 1 Get 1 and discount voucher promos. 3). Time, the Maybelline brand carries out live shopping for 24 hours so that it can always connect and interact with consumers such as product question and answer sessions in the comments column. 4). Maybelline products display single and bundled products at more economical prices when live shopping. The fifth factor is flash sales, the Maybelline brand uses a flash sale marketing strategy to provide big discounts for a limited time. With the live shopping marketing strategy, it also makes it easier for the Maybelline brand to meet consumer buying interest indicators, namely attention, interest, desire and action, that is, buyers can be interested and immediately buy products in live shopping sessions.

Examining the Impact of Live Streaming, Affiliate Marketing, and Flash Sale Programs on Purchase Intentions in the TikTok Shop: An Empirical Study Focused on Generation Z

Live streaming has become the latest strategy in marketing products as it provides consumers with a sense of experiencing direct shopping. In live streaming, sellers and buyers can interact directly through real-time video streaming. Marketing strategies involving third-party individuals, known as affiliate marketing, are engaged in marketing activities. Several e-commerce platforms utilize this approach as it brings benefits to all parties involved. Live streaming has become a popular promotional method, especially after the pandemic. Flash sales, with their attractive offers, are highly favored by consumers as they allow them to purchase high-quality products or services at significantly low prices, but within specific time and quantity constraints. The author is interested in understanding the most influential marketing strategies that impact consumer Purchase Intention in e-commerce, particularly on new platforms like TikTok Shop. The research method employed is descriptive statistics based on the results of statistical calculations using SEM-PLS, with primary data obtained from 96 respondents through a questionnaire.

Pengaruh Program Flash Sale dan Live Streaming Shopping terhadap Purchase Intention dengan Impulsive Buying sebagai Variabel Mediasi (Studi Kasus pada Pengguna Platform Shopee)

This research aims to determine the influence of flash sales and live streaming on impulsive buying and live streaming on Shopee e-commerce users and to determine the influence of flash sales, live streaming and impulsive buying on purchase intention on Shopee e-commerce users. The research population was undergraduate (S1) students from the Management study program, Faculty of Economics and Business, Islamic University of North Sumatra, class of 2020, totaling 160 people. Sampling in this study used probability sampling with a sampling technique, namely simple random sampling. The data collection technique used was a questionnaire. Data analysis techniques include data quality testing, validity and reliability testing. Based on the analysis results, flash sales have an effect on impulsive buying and purchase intention both simultaneously, partially and also have a significant effect. Live streaming has an effect on impulsive buying and purchase intention both simultaneously, partially and also has a significant effect. Impulsive buying has a significant effect on purchase intention

Impulse Buying Behavior of Generation Z Urban Muslims on Shopee

<p><em>This study aims to analyze the effect of flash sales and free shipping taglines on impulse buying behavior among Generation Z urban Muslim users of the Shopee marketplace. The research design employs quantitative methods with a sample size of 97 Generation Z urban Muslim respondents in Banjarmasin City. The data analysis utilizes multiple linear regression. The results showed that flash sale significantly affects impulsive buying behavior, while the free shipping tagline has no significant effect. This study contributes to providing empirical evidence about the behavioral preferences of Generation Z urban Muslim consumers, especially impulse buying behavior in online shopping. In the context of marketing, e-commerce platforms must consider the distinctive characteristics of Generation Z urban Muslims when developing promotional strategies to boost sales.</em></p>

THE INFLUENCE OF PROMOTIONS AND FLASH SALE ON THE DECISION TO USE THE SHOPEE APPLICATION IN MATARAM CITY

The aim of this research is to determine the significance of the influence of promotions and flash sales on decisions to use the Shopee application. The population of this research is Mataram city residents who have shopped on the Shopee application at least 1-3 times. The type of research used is quantitative research with a causal associative approach. Data collection techniques and tools use questionnaires distributed online. This research was located in Mataram City and the research population used a sample of 100 respondents. Using non-probability and purposive sampling techniques. The research results show that promotion has a positive and significant effect on the decision to use the Shopee application in the city of Mataram. Flash sales have a positive and significant effect on the decision to use the Shopee application in the city of Mataram. The aim of this research is to determine the significance of the influence of promotions and flash sales on decisions to use the Shopee application. The population of this research is Mataram city residents who have shopped on the Shopee application at least 1-3 times. The type of research used is quantitative research with a causal associative approach. Data collection techniques and tools use questionnaires distributed online. This research was located in Mataram City and the research population used a sample of 100 respondents. Using non-probability and purposive sampling techniques. The research results show that promotion has a positive and significant effect on the decision to use the Shopee application in the city of Mataram. Flash sales have a positive and significant effect on the decision to use the Shopee application in the city of Mataram.

Pengaruh Flash Sale dan Live Streaming terhadap Pembelian Impulsif pada Marketplace Shopee di Kota Surabaya

Current technological developments can change society to become modern and practical, for example the emergence of online shopping trends, such as on one of the online shopping platforms in Indonesia, namely Shopee. The Shopee marketplace offers various promotions such as flash sales and live streaming to attract consumers to make impulsive buying. The aim of this research is to test the effect of flash sales and live streaming on impulse buying on the Shopee marketplace in the city of Surabaya. The population in this research are consumers who have watched live streaming and are aware of the flash sale program on the Shopee marketplace domiciled in the city of Surabaya. This research used a quantitative approach by distributing questionnaires to 108 respondents via Google Forms. Research variables were measured using the Likert scale assessment technique levels 1-5. The analysis used in this research is Partial Least Square (PLS). This research shows the results that flash sales and live streaming have a significant positive effect on impulse buying on the Shopee marketplace in the city of Surabaya.

Pengaruh Live Streaming , Flash Sale , dan Cashback Terhadap Perilaku Impulse Buying pada Pengguna E-Commerce Shopee di Surabaya

E-commerce is one of the newest trends in online purchasing that customers experience as a result of digital marketing. In September 2023, Shopee surpassed all other e-commerce platforms in Indonesia in terms of popularity. A number of Shopee promotional features, including live streaming, flash sales and cashback, can stimulate impulse purchases. The aim of this research is to determine the simultaneous and partial influence of live streaming, flash sales and cashback on Shopee e-commerce impulse buying behavior. An associative methodology combined with a quantitative approach was used in this research. The sampling strategy is the use of tactical purposive sampling combined with non-probability sampling. The questionnaire contains 100 responses aged between 18 and 40 years which were distributed via Google Forms as part of the data collection method, are residents of Surabaya and have made several purchases at Shopee. A multiple linear regression approach was then used to evaluate the data, and F and t tests were used to assess the hypothesis. The SPSS 29 test findings in this research show that positively and significantly live streaming, flash sales and cashback all have a big impact on impulse buying behavior at the same time or simultaneously. Meanwhile, partially live streaming (X1) contributed 54.1%, flash sales (X2) contributed 40.2%, and cashback (X3) contributed 71.3%, had a positive and significant effect on impulse buying behavior (Y). for Shopee e-commerce users in Surabaya.

The Effect of Free Shipping, Flash Sale, and COD on the Shopee Application on Student Consumptive Behavior

Shopee as one of the most popular online stores always provides promotions such as free shipping, flash sales, attractive prizes, and so on. Not only that, shopee also tries to provide convenience in transactions by providing various payment methods. One payment method that is considered practical and in demand by consumers is COD. Some consumers who have shopped and enjoy the benefits and convenience of shopping online on the shopee application tend to be addicted to online shopping, and eventually cause consumptive behavior. This study used an unknown number of Kupang State Polytechnic students. The sample taken amounted to 100 respondents with data collection techniques using questionnaires. This research uses instrument tests, classical assumption tests, and data analysis techniques, namely multiple linear analysis. The results of this study stated that free shipping and COD had a positive and significant influence on student consumptive behavior. Then flash sales have no influence and are not significant on student consumptive behavior. Free shipping, flash sale, COD simultaneously have a positive and significant effect on student consumptive behavior.

The Influence of Flash Sale on Impulsive Buying Behavior Through the Shopee E-Commerce Application in PIPS FKIP University of Riau Students

The purpose of this study is to analyze the effect of flash sales on impulse buying behavior through the Shopee e-commerce application with the target of 126 students majoring in PIPS FKIP Universitas Riau class of 2021 as a research sample determined based on purposive sampling techniques. By using quantitative descriptive methods. The data were collected using a questionnaire instrument and analyzed with the T test. The results obtained were 0.000 α 0.05, so it can be concluded that there is a positive and partially significant influence between partial flash sales on impulse buying behavior in students majoring in PIPS FKIP Riau University.

The Influence of Flash Sales, Online Customer Reviews, and Use Behavior Online Shopping Application on Impulsive Buying Behavior in Generation Y and Z Shopee Application Users in Bali

This research was conducted based on gaps in previous research results or research gap. Apart from that, there is also a research problem regarding the decreasing demand for products on Shopee. This research aims to explain the influence of flash sales, online customer reviews, and use behavior online shopping application on impulsive buying behavior in Generation Y and Z Shopee Application Users in Bali. The research population is all Shopee application users in Bali. The sample in this study was 138 respondents taken using purposive sampling. The analytical tool used to test the hypothesis is multiple regression. The research results show that flash sales, online customer reviews, and use behavior online shopping application have an influence on impulsive buying behavior in Generation Y and Z Shopee Application Users in Bali. Suggestions for further research can develop this research by adding other variables. Keywords: Flash Sales, Online Customer Reviews, Use Behavior Online Shopping Application, Impulsive Buying Behavior

Antecedent of Purchase Decisions on Social Commerce Tiktok Shop

This research aims to test the influence of viral marketing, content marketing, online customer reviews, celebrity endorsers, flash sales, and word of mouth (WOM) variables on purchasing decisions at the TikTok Shop in Buleleng Regency. The total sample obtained was 238 respondents. The data in this study was collected using a closed questionnaire. Data were analyzed using multiple linear regression tests using SPSS. The research results show that partially and simultaneously, Viral marketing, content marketing, Online customer reviews, Celebrity endorsers, Flash sales, and Word of mouth have a positive and significant influence on purchasing decisions.

The Effect of Flash Sale on Purchasing Decisions: A Theoretical Approach

The current research was explored to analyze the Effect of Flash Sale on Purchasing Decisions on E-commerce. By applying a qualitative method, this research carried out to explore the prepositions of promotion study and conceptualized flash sale promotion as a promotional tool. The data collection technique applied a literature survey. The literature survey outlined some of the findings of previous researchers' references and elaborated the study using grounded theory. This research, methodically, was expected to be able to explain flash sales, and purchasing decisions. The findings proved that Flash Sale promotions had a positive and significant influence on purchasing decisions, and encouraged impulse buying behavior on various platforms, such as Shopee and Lazada. Flash Sales provided attractive price reductions for consumers, encouraging them to make purchasing decisions. The results also showed that promotional strategies such as Flash Sale and Free Shipping offers promoted a positive impact on increasing product sales and influencing consumer purchasing decisions. Keywords: Discount, Flash Sale, Purchasing Decision