Pengaruh Program Flash Sale Shopee Terhadap Impulse Buying Pada Produk Wmostore di Kota Bandung
DOI:
https://doi.org/10.35870/jemsi.v11i6.5194Keywords:
Flash Sale, Impulse Buying, Shopee, Bandung City, E-commerceAbstract
The flash sale program implemented by Shopee is a promotional strategy in online businesses to increase sales through limited-time discount offers. This strategy is believed to be able to encourage impulsive buying behavior in consumers. This study aims to analyze the effect of Shopee flash sales on consumer impulse buying behavior for WMOstore products in Bandung City. The approach used is a quantitative method with an associative research type. A purposive sampling technique was used to determine 100 respondents who are active WMOstore consumers. Data were collected through questionnaires and analyzed using simple linear regression. The results showed that the flash sale program has a positive and significant influence on impulse buying. The coefficient of determination (R²) value of 0.156 indicates that 15.6% of the variation in impulse buying is influenced by the flash sale program. The remainder is influenced by other factors outside the studied variables. These findings indicate that the flash sale program is effective in attracting consumer attention and increasing sales in the short term. However, excessive use can trigger unhealthy consumer behavior.
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