The Effect of Sales Promotion Flash Sale and Price Discount on Impulse Buying Behavior. Impulse Buying Behavior at Tokopedia Marketplace
Abstract
Tokopedia, as one of the largest marketplace platforms in Indonesia, offers various shopping conveniences for
consumers. This is proven by previous research which found that Tokopedia has a high level of ease of use compared
to other e-commerce platforms. The convenience offered encourages consumers to shop impulsively. Based on the
phenomenon found on social media, it shows that consumers make impulse buying on Tokopedia because of the flash
sale sales promotion program and also price discounts. This study aims to determine: (1) the effect of sales promotion
flash sales on impulse buying behavior in the Tokopedia marketplace, (2) the effect of price discounts on impulse
buying behavior in the Tokopedia marketplace, (3) the effect of sales promotion flash sales and price discounts on
impulse buying behavior in the Tokopedia marketplace simultaneously. This research is quantitative research with
multiple linear regression analysis with support from SPSS Statistics 26 software. In this study using a survey method
with a sample size of 150 Tokopedia user respondents. The results of this study: partially there is a positive and
significant effect of the flash sale variable on the impulse buying variable, and partially there is a positive and
significant effect of the price discount variable on the impulse buying variable. Simultaneously, it shows that the flash
sale and price discount variables jointly affect the impulse buying variable (based on the results of the F test).
Keywords-flash sale, price discount, impulse buying
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