Pengaruh Flash Sale Terhadap Custumer Satisfaction Yang Dimediasi Impulsive Buying Gen Z (Studi pada Brand Skintific di Kota Malang)
DOI:
https://doi.org/10.35870/jemsi.v12i5.7334Keywords:
Flash Sale, Customer Satisfaction, Impulsive Buying, Generation ZAbstract
The rapid development of e-commerce has encouraged companies to implement digital marketing strategies, such as flash sales, which offer significant discounts within a limited time frame to create a sense of urgency and stimulate impulsive purchasing behavior. This study aims to analyze the influence of flash sales on customer satisfaction, with impulsive buying serving as a mediating variable among Generation Z consumers of Skintific products in Malang City. The research adopts a quantitative approach with an explanatory research design. The population consists of Generation Z consumers who have previously purchased Skintific products through e-commerce platforms and participated in flash sales. A sample of 151 respondents was selected using purposive sampling. Data were collected through questionnaires based on a Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that flash sales have a positive and significant effect on impulsive buying as well as on customer satisfaction. Furthermore, impulsive buying also significantly influences customer satisfaction. It was found that impulsive buying mediates the relationship between flash sales and customer satisfaction. These findings suggest that consumer satisfaction is not only directly affected by flash sales but also indirectly through impulsive purchasing triggered by promotional stimuli. This study underscores the importance of flash sale strategies in enhancing customer satisfaction through spontaneous and enjoyable shopping experiences.
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