Pengaruh Flash Sale dan Gratis Ongkir Terhadap Impulse Buying pada Produk Facetology Di Shopee

Abstract

ABSTRAK
Pertumbuhan e-commerce di Indonesia mendorong semakin intensifnya strategi promosi
digital, seperti Flash Sale dan Gratis Ongkir, yang kerap memicu perilaku Impulse Buying.
Penelitian ini bertujuan untuk mengetahui pengaruh Flash Sale dan Gratis Ongkir terhadap perilaku
Impulse Buying konsumen produk Facetology di Shopee. Metode yang digunakan adalah
pendekatan kuantitatif dengan teknik purposive sampling terhadap 100 responden. Data
dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda. Hasil penelitian
menunjukkan bahwa kedua variabel berpengaruh signifikan terhadap impulse buying, dengan Flash
Sale sebagai faktor yang lebih dominan. Secara simultan, keduanya mampu menjelaskan 95,4%
variasi perilaku impulse buying.

ABSTRACT
The growth of e-commerce in Indonesia has led to more intensive digital promotion strategies, such
as Flash Sales and Free Shipping, which often trigger impulse buying behavior. This study aims to determine
the effect of Flash Sales and Free Shipping on the impulse buying behavior of Facetology product consumers
on Shopee. The method used is a quantitative approach with purposive sampling of 100 respondents. Data
was collected through questionnaires and analyzed using multiple linear regression. The results show that
both variables have a significant effect on impulse buying, with Flash Sales being the more dominant factor.
Simultaneously, both variables explain 95.4% of the variation in impulse buying behavior.