Pengaruh Flash Sale Terhadap Keputusan Membeli Konsumen E-Commerce
This study aims to analyze the influence of Flash Sales on consumer purchasing decisions on e-commerce platforms. Flash Sale is a marketing strategy that offers large discounts for a limited time, which can trigger impulsive purchases. The research method used is a quantitative approach with a Liker...
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| Main Authors: | , , , |
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| Format: | Article NonPeerReviewed |
| Language: | English |
| Published: |
Universitas Airlangga
2025
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| Subjects: | |
| Online Access: | https://repository.unair.ac.id/135379/1/Artikel%20Ilmiah.pdf https://repository.unair.ac.id/135379/ http://lib.unair.ac.id |
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| Institution: | Universitas Airlangga |
| Language: | English |
| Summary: | This study aims to analyze the influence of Flash Sales on consumer purchasing decisions on e-commerce platforms. Flash Sale is a marketing strategy that offers large discounts for a limited time, which can trigger impulsive purchases. The research method used is a quantitative approach with a Likert scale-based survey to measure consumer perceptions and behaviors related to Flash Sales. The research sample consists of 105 respondents aged 18 to 54 years old, with the majority aged 18-29 years old. The results of linear regression analysis show that Flash Sales have a significant influence on purchasing decisions, with an R² value of 0.838, meaning that 83.8% of the variance in purchasing decisions can be explained by the Flash Sale variable. These findings indicate that Flash Sales are an effective marketing strategy in increasing consumer purchasing decisions on e-commerce platforms. |
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