THE EFFECT OF PROMOTIONS AND FLASH SALES ON IMPULSIVE BUYING BEHAVIOR OF E-COMMERCE USERS

Survei pada Mahasiswa FKIP Unpas Angkatan 2021 Semester Genap Tahun Ajaran 2024/2025

Authors

  • Isela Hidayah Universitas Pasundan
  • Ani Setiani Universitas Pasundan
  • Yudho Ramafrizal S. Universitas Pasundan

Keywords:

Promotion, Flash Sale, Impulsive Buying

Abstract

This research aims to find out: (i) How much influence of promotion on impulsive buying behavior among students who use e-commerce at FKIP Unpas; (ii) How much influence of flash  sales  on  impulsive  buying  behavior  among  students who use e-commerce at FKIP Unpas; (iii) How much influence of promotion and flash sale on impulsive buying behavior among students who use e-commerce at FKIP Unpas. The research method used was a survey using classical assumption test, multiple linear regression, t-test, f test, determination coefficient, and partial determination coefficient. The results of this study show that: (i) There is a significant influence on the Promotion variable (X1) on Impulsive buying (Y) behavior inFKIP Unpas students class of 2021, with a contribution of 47.12%; (ii) There is a significant influence on the Flash Sale (X2) variable on Impulsive buying (Y) behavior in FKIP Unpas students class of 2021, with a contribution of 1.03%; (iii) There was a significant influence of

48.2% on the variables of Promotion (X1) and Flash Sale (X2) on Impulsive buying (Y) behavior  in FKIP Unpas students of the class of 2021. The researcher recommends that universities can provide education about digital literacy and personal financial management of students. Students are advised to be more selective and aware in responding to promotions and Flash Sale and manage finances wisely. Further researchers are expected to be able to study this topic more deeply.

Downloads

Download data is not yet available.

References

Abdullah, P. M. (2015). METODE PENELITIAN KUANTITATIF. In A. Setiadi (Ed.), METODE PENELITIAN KUANTITATIF (pp. 1–450). Aswaja Pressindo. www.aswajapressindo.co.id

Asari, A., Erwin, Ilyas, A., Wijanarko, A., Hapsari, I., Purwanti, A., Kango, U., Wahyono, D., Adriyana, R., Adhicandra, I., & Wandani, S. Z. (2023). KONSEP E-COMMERCE (M. A. Andi Asari, S.IP., S.Kom. (ed.)). PT MAFY MEDIA LITERASI INDONESIA.

Arsawan, I. W. E., Wicaksono, G., Nisa, T. F., & Tanwir. (2024). Metode Penelitian Kuantitatif (D. U. Sutiksno, R. Ratnadewi, & W. Souisa, Eds., pp. 1–40). Eureka Media Aksara.

Dwi Ekasari Harmadji, S.E., M. M., et al. (2022). Kewirausahaan (Peluang dan Tantangan E-Commerce) (Dr. Hartini, S.E., Ed.). CV. Media Sains Indonesia.

Panduan Penulisan Proposal dan Skripsi Mahasiswa Fkip Unpas, T. (2024). PANDUAN PENULISAN PROPOSAL DAN SKRIPSI MAHASISWA. In Tim (Ed.), PANDUAN PENULISAN PROPOSAL DAN SKRIPSI MAHASISWA (Tim, p. 120). Katalog dalam Terbitan (KDT) Tim Panduan Penulisan Karya Tulis Ilmiah, Bandung.

Raihan, P. D. I. M. S. (2017). Metodologi Penelitian. In Metodologi Penelitian (pp. 1–194). Universitas Islam Jakarta.

Rr. Chusnu Syarifa Diah Kusuma. dkk. (2024). E-COMMERCE: SUATU PENGANTAR BISNIS DIGITAL (M. M. Dr. Amelia Setyawati,S.H.,M.M dan Acai Sudirman, S.E. (ed.)). EUREKA MEDIA AKSARA.

Sitorus, O. F., & Utami, N. (2017). Strategi promosi pemasaran. Fkip Uhamka, 1–309. Sugiyono, P. D. (2024). MEODE PENELITIAN Kuantitatif, Kualitatif, dan R&D (A. I. P. I. (IKAPI) (ed.); 2nd ed., pp. 1–334). CV. ALFABETA. www.cvalfabeta.com

Uluwiyah, A. N. (2022). STRATEGI BAURAN PROMOSI (PROMOTIONAL MIX) dalam Meningkatkan Kepercayaan Masyarakat (S. F. Benny Kurniawan (ed.)). CV Multi Pustaka Utama.

Widana, Dr. I Wayan, S.Pd., M. P., & Muliani, P. L. (2020). UJI PERSYARATAN ANALISIS. In Teddy Fiktorius (Ed.), UJI PERSYARATAN ANALISIS (pp. 1–106). KLIK MEDIA.

Sumber Jurnal:

Adwimurti, Y., & Sumarhadi, S. (2023). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Dengan Kualitas Produk Sebagai Variabel Moderasi. Jurnal Manajemen Dan Bisnis, 3(1), 74–90. https://doi.org/10.32509/jmb.v3i1.3070

Afmi Fuad, Ira Puspitawati, & Muhammad Nur Akhrori. (2022). Impulsive Buying Pada Konsumen Tanaman Hias Dimasa Pandemi (Studi Deskriptif). Jurnal Kesehatan Dan Kedokteran, 1(2), 59–65. https://doi.org/10.56127/jukeke.v1i2.257

Akbar, R., Sukmawati, U. S., & Katsirin, K. (2024). Analisis Data Penelitian Kuantitatif. Jurnal Pelita Nusantara, 1(3), 430–448. https://doi.org/10.59996/jurnalpelitanusantara.v1i3.350

Almasyhari, A. K., Sukesti, F., Sari, Y. P., & Ismi, G. (2024). EDUKASI MASYARAKAT DALAM MENGENALI IMPULSIVE BUYING DI ERA DIGITAL EKONOMI Article History: 4(2), 165–182.

Ambarwati, U., & Surakarta, U. M. (2024). Pengaruh Strategi Promosi Flash Sale Pada Shopee Berpartisipasi Yang Di Moderasi Oleh Perceived. 13(1), 100–114.

Anwar, E. S., Suwardi, H., & Nur, H. (2024). Analisis Perilaku Impulsive Buying pada Pegawai PPNPN di PTN X Makassar yang Menggunakan E-Commerce. 3(4), 554–561.

Aswin, A., Rafiq, M., Pratama, Y. A., & Septiana, R. (2022). Perilaku Online Impulse Buying pada Marketplace Shopee. Prosiding Seminar Nasional Darmajaya, 1, 81–90.

Atrisia, M. I., & Hendrayati, H. (2021). Flash Sale Dan Impulse Buying Konsumen E-Commerce Pada Masa Pandemi Covid-19. Journal of Business Management Education |, 6(2), 14–20.

Chan, G. F., Akhmad, I., & Hinggo, H. T. (2022). Pengaruh Promosi Dan Harga Terhadap Impulse Buying Pada Pengguna E-Commerce Shopee Di Pekanbaru. Economics, Accounting and Business Journal, 2(1), 151–159.

Darwipat, D., Syam, A., & Marhawati, M. (2020). Pengaruh Program Flash Sale terhadap Perilaku Impulsive Buying Konsumen Marketplace. Journal of Economic Education and Entrepreneurship Studies, 1(2), 58. https://doi.org/10.26858/je3s.v1i2.18635

Dasopang, N. (2023). Literature Review Pengaruh Kepercayaan, Kemudahan dan Kepuasan Terhadap E-Commerce. Indonesian Journal of Computer Science, 12(6), 129–135. https://doi.org/10.38035/jim.v1i1.42

Dendi Trian Ramadhan1, Vigory Gloriman Manalu2, F. R. (2022). PENGARUH FLASH SALE DAN KUALITAS PRODUK TERHADAP IMPULSE BUYING PADA MARKETPLACE SHOPEE. PENGARUH FLASH SALE DAN KUALITAS PRODUK TERHADAP IMPULSE BUYING PADA MARKETPLACE SHOPEE, 10(1), 1–52. https://doi.org/10.21608/pshj.2022.250026

Fitria, D. F., & Istiyanto, B. (2024). Pengaruh Flash Sale, Discount Dan Tagline “Gratis Ongkir” Terhadap Perilaku Impulsive Buying Pengguna Shopee Di Soloraya. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(2), 712–723. https://doi.org/10.61722/jiem.v2i2.1031

Haryani, H., Salsabila, C., & Cahayati, N. (2023). Pengaruh Diskon Flash Sale Dan Gratis Ongkos Kirim Terhadap Keputusan Customer Dalam Melakukan Pembelian Marketplace Shopee. Ijacc, 4(2), 98–106. https://doi.org/10.33050/ijacc.v4i2.2933

Herlina, Loisa, J., & Matius, T. (2021). Pengaruh Model Promosi Flash Sale terhadap Minat Pembeli dan Keputusan Pembeli di Marketplace Online. JIMEA Jurnal Ilmiah MEA (Manajemen Ekomoni & Akuntansi), 5(2), 1637–1652. https://journal.stiemb.ac.id/index.php/mea/article/view/1139

Ittaqullah, N., Qalbi, L. S., & Isalman, I. (2023). Gaya Hidup terhadap Perilaku Impulsive Buying pada Konsumen Marketplace. Jurnal Sublimapsi, 4(2), 349. https://doi.org/10.36709/sublimapsi.v4i2.39127

Jusmansyah, M. (2024). ANALISIS PENGARUH CURRENT RATIO, DEBT TO EQUITY RATIO, TOTAL ASSET TURN OVER, DAN RETURN ON EQUITY TERHADAP HARGA SAHAM. Pajak Dan Manajemen Keuangan, 1(4), 85–102. https://doi.org/10.61132/pajamkeu.v1i4.401

M. Soleh Mauludin, Adnan Dewa Saputra, Anggi Zulfika Sari, Itatul Munawaroh, E. P. R. (2022). Analisis Perilaku Konsumen dalam Transaksi di E-commerce. Indonesian Journal of Computer Science, 12(6). https://doi.org/10.33022/ijcs.v12i6.3483

Downloads

Published

2025-12-31

Issue

Vol. 10 No. 1 (2025): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi

Section

Articles

License

Copyright (c) 2026 OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi

Creative Commons License

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