FLASH SALE DAN IMPULSE BUYING KONSUMEN E-COMMERCE PADA MASA PANDEMI COVID-19

Marchela Indah Atrisia, Heny Hendrayati

Abstract


The Covid-19 pandemic has caused many losses in all sectors and various parties, both business actors and consumers. Due to restrictions from the government in reducing the transmission of Covid-19, some trade sectors have begun to switch from offline to digital. This makes transactions through e-commerce also increase sharply. One of the sales promotions that is often used by e-commerce platforms to increase sales is through a flash sale program. This study aims to see whether the flash sale program has an influence on impulse buying during the Covid-19 pandemic. Sampling was done through convenience sampling technique and got 119 respondents as a sample. The data analysis method used is validity test, reliability test, and simple linear regression analysis which is processed using SPSS 23. The results of the research conducted indicate that the flash sale program has an influence in increasing impulse buying.

Keywords


E-commerce; Flash Sale; Impulsive Buying

References


Ariestonandri, P. (2006). Marketing Research for Beginner. Yogyakarta: Andi Offset.

Badgaiyan, A., Verma, A., & Dixit, S. (2016). Impulse Buying Tendency: Measuring Important Relationships With A New Perspective and An Indigenous Scale. 28(4), 186-199.

Berita Satu. (2020, July 10). Go Digital Jadi Modal Pelaku UMKM Berdaya Saing. Retrieved from Beritasatu.com: https://www.beritasatu.com/ekonomi/654261-go-digital-jadi-modal-pelaku-umkm-berdaya-saing

Beritasatu. (2021, February 02). Industri E-Commerce Raup Untung di Masa Pandemi. Retrieved from https://www.beritasatu.com/ekonomi/727253/industri-ecommerce-raup-untung-di-masa-pandemi

Detik News. (2020, April 19). PSBB Tangerang Raya Dimulai, Polisi: Lebih Sadar dari Jakarta di Hari Pertama. Retrieved from Detik News: https://news.detik.com/berita/d-4982474/psbb-tangerang-raya-dimulai-polisi-lebih-sadar-dari-jakarta-di-hari-pertama

Hashmi, H., Attiq, S., & Rasheed, F. (2019). Factors affecting online impulsive buying behavior: A stimulus organism response model approach. Market Forces, 14(1).

Hertanto, A. D., & Sulhaini, H. L. (2020, June). Effect of Flash Sale Method, Product Knowledge and in Home Shopping Tendency Toward Consumer Online Purchase Decisions. RJOAS, 6(102), 97-107.

IDN Times. (2020, July 06). IDN Times Banten. Retrieved from https://banten.idntimes.com/business/economy/muhammad-iqbal-15/banyak-umkm-lesu-pemkot-tangerang-siapkan-stimulus/1

iPrice. (2021). Peta E Commerce Indonesia. Retrieved from https://iprice.co.id/insights/mapofecommerce/

Jaemin, L. E. (2019). A cultural and gender analysis of Compulsive Buying Behavior s core dimensions. Journal of Economics, Marketing and Management, 7, 28-42.

Kannan, N., Babu, K., Hu, Y. J., & Narasimhan, S. (2016). Social Media, Flash Sales, and the Maker Movement: An Empirical Analysis. SRNN.

Katadata. (2020, June 03). Survei ILO: 70% UMKM di Indonesia Setop Produksi Akibat Covid-19 Artikel ini telah tayang di Katadata.co.id dengan judul "Survei ILO: 70% UMKM di Indonesia Setop Produksi Akibat Covid-19" , https://katadata.co.id/ekarina/berita/5ed7c7e8cbb2a/survei-ilo-7. Retrieved from Katadata.co.id: https://katadata.co.id/ekarina/berita/5ed7c7e8cbb2a/survei-ilo-70-umkm-di-indonesia-setop-produksi-akibat-covid-19

Katadata. (2021, Maret 23). Pandemi Covid-19 Memicu Empat Perubahan Besar Perilaku Konsumen Artikel ini telah tayang di Katadata.co.id dengan judul "Pandemi Covid-19 Memicu Empat Perubahan Besar Perilaku Konsumen" , https://katadata.co.id/happyfajrian/brand/605a31cf8e81f/pandemi-co. Retrieved from katadata.co.id: https://katadata.co.id/happyfajrian/brand/605a31cf8e81f/pandemi-covid-19-memicu-empat-perubahan-besar-perilaku-konsumen

KIC. (2021, Maret 23). KIC: Wisata Jadi Prioritas Terakhir Masyarakat saat Pandemi. Retrieved from https://databoks.katadata.co.id/datapublish/2021/03/23/kic-wisata-jadi-prioritas-terakhir-masyarakat-saat-pandemi#

Kompas. (2020, April 20). Daftar 18 Daerah yang Terapkan PSBB, dari Jakarta hingga Makassar Artikel ini telah tayang di Kompas.com dengan judul "Daftar 18 Daerah yang Terapkan PSBB, dari Jakarta hingga Makassar", Klik untuk baca: https://nasional.kompas.com/read/2020/04/20/055344. Retrieved from Kompas.com: https://nasional.kompas.com/read/2020/04/20/05534481/daftar-18-daerah-yang-terapkan-psbb-dari-jakarta-hingga-makassar?page=all

Kotler, P., & Keller, K. L. (2006). Marketing Management. New Jersey: Prentice Hall International, Northwestern University.

Lim, P. L., & Yazdanifard, R. (2015). What internal and external factors influence impulsive buying behavior in online shopping? Global Journal of Management and Business Research.

Liputan6. (2020, June 12). Banyak UMKM Indonesia akan Bangkrut di Desember 2020? Retrieved from Liputan6: https://www.liputan6.com/bisnis/read/4277806/banyak-umkm-indonesia-akan-bangkrut-di-desember-2020

Media Indonesia. (2020, June 08). Pemerintah Percepat UMKM Go Digital Sumber: https://mediaindonesia.com/read/detail/318929-pemerintah-percepat-umkm-go-digital. Retrieved from Mediaindonesia.com: https://mediaindonesia.com/read/detail/318929-pemerintah-percepat-umkm-go-digital

Media Indonesia. (2021, February 19). 88% Perusahaan Alami Kerugian Operasional Akibat Pandemi . Retrieved from mediaindonesia.com: https://mediaindonesia.com/ekonomi/385743/88-perusahaan-alami-kerugian-operasional-akibat-pandemi

Miller, D. (1987). The structural and environmental correlates of business strategy. Strategic Management Journal, 8(1), 55–76.

Pikiran Rakyat. (2020, May 09). 1.785 Koperasi dan 163.713 UMKM Terdampak Pandemi Covid-19. Retrieved from Pikiran Rakyat.com: https://www.pikiran-rakyat.com/ekonomi/pr-01379615/1785-koperasi-dan-163713-umkm-terdampak-pandemi-covid-19

Stern, H. (1962). The signi cance of impulse buying today. The Journal of Marketing, 26(2), 59-62.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.

Sujata, J., Menachem, D., & Viraj, T. (2017). Impact of Flash Sales on Consumers & E-Commerce Industry in India. In Annual International Conference on Qualitative & Quantitative Economics Research, (pp. 11-19).

Sundjaja, A. M., Arisanto, G. V., & Fatimah, S. (2020). The Determinant Factors of E-Commerce Usage Behavior During Flash Sale Program. CommIT (Communication and Information Technology) Journal, 14(2), 65-72.

Vutura Insight. (2020, Agustus). Bagaimana Pandemi Mempengaruhi Perilaku Konsumen. Retrieved from https://vutura.io/blog/perubahan-perilaku-konsumen-pandemi/

Zhang, M., Cheng, T. C., & Du, J. (2018). Advance selling of new products to strategic consumers on flash sale platforms. International Journal of Logistics Research and Applications, 21(3), 318-331.




DOI: https://doi.org/10.17509/jbme.v6i2.38931

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Creative Commons License

Journal of Business Management Education (JBME)is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

View My Stats