Flash Sale dan Live Streaming Pada Perilaku Impulsive Buying: Studi Kasus Konsumen Marketplace Shopee

Amalia Safitri, Euis Widiati

Abstract


This study aims to analyze the influence of Shopee flash sales and live streaming on impulsive buying. Consumer behavior changes towards lifestyle and transactions from conventional (offline) to digital (online). This change in consumer behavior patterns has led to the intensive implementation of digital marketing to provide convenience and speed for consumers in meeting their various daily needs. Developing promotional strategies in the digital era, with flash sales and live streaming, will certainly be useful for introducing products as a form of promotion to increase impulsive behavior. This research method uses multiple linear regression analysis to demonstrate situations or problems that correspond to reality by providing various facts about the relationship between the phenomena studied. The study was conducted using a Google Form questionnaire survey with 100 respondents. The analysis results show that flash sales and live streaming have a positive and significant effect on impulsive buying. The coefficient of determination obtained was 38.9%, while the remaining 61.1% indicates that many other factors influence impulsive buying.


Keywords


Flash Sale; Live Streaming; Impulsive Buying; Consumer Behavior

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References


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DOI: https://doi.org/10.17509/manajerial.v25i1.91886

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