Pengaruh Flash Sale Terhadap Keputusan Membeli Konsumen E-Commerce

• Main Authors: Pratiwi, Aida Rahma, Ramadhan, Rayhan Muhammad Dzaky, Raharjo, Wening Marie, Sevika, Tiara Azsawaarani Putri
• Format: Article NonPeerReviewed
• Language: English
• Published: Universitas Airlangga 2025
• Subjects: BF1-940 Psychology
• Online Access: https://repository.unair.ac.id/135379/1/Artikel%20Ilmiah.pdf; https://repository.unair.ac.id/135379/; http://lib.unair.ac.id
• Institution: Universitas Airlangga

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.