Analysis of the Role of Impulsive Buying Tendency Through Flash Sale Countdown Timer on Impulsive Buying Behavior in E-Commerce Shopee (Studies on Students of the Faculty of Economics, University of Kadiri)

Authors

  • Risma Gesang Ayu Cahyani Development Economics Study Program Kadiri University
  • Nabila Andriani Development Economics Study Program Kadiri University
  • Nunung Susilaningsih Development Economics Study Program Kadiri University
  • Bothy Dewandaru Development Economics Study Program Kadiri University
  • Sudjiono Development Economics Study Program Kadiri University

Keywords:

Impulsive Buying Tendency, Flash Sale Countdown Timer, Impulsive Buying Behavior, E-Commerce

Abstract

Shopee is the E-commerce with the most number of visitors, namely around more than 72 million visitors every month, at the end of 2019. Currently, Shopee has led the E-commerce market in Indonesia because of several strategies implemented, starting from a strategic market targeting Mass promotion movement is also fast. This is what makes online shopping increasingly popular with consumers so that consumers tend to have the habit of doing Impulsive Buying. This research was conducted to determine the effect of partially and simultaneously the variables of Impulsive Buying Tendency, Flash Sale Countdown Timer, Impulsive Buying Behavior on E-Commerce Shopee. In this study, the sample was taken using a probability technique, namely students from the Faculty of Economics and Business Regular Morning Class at Kadiri University, totaling 423 people, while the determination of the number of samples was carried out using the slovin method and the results obtained were 81 respondents. The results found in this study include; partially, the Impulsive Buying Tendency (X) variable has a positive and significant effect on the Impulsive Buying Behavior (Y) variable, simultaneously, the Impulsive Buying Tendency (X) variable has a positive and significant effect on the Impulsive Buying Behavior (Y) variable, the Impulsive Buying Tendency (X) is able to have a big influence on Impulsive Buying Behavior (Y).

References

Evanita, F.M., Cholissodin, I. and Adinugroho, S. (2021) ‘Pengelompokan Toko E-commerce Shopee berdasarkan Reputasi Toko menggunakan Metode Clustering K-Medoids’, 5(3), pp. 1230–1236.

Kanagal, N.B. (2013) ‘Conceptualization of perceived value pricing in strategic marketing’, Journal of Management & Marketing Research, 12(2), pp. 1–17. Available at: http://www.aabri.com/manuscripts/121280.pdf.

Kurnia Putra Yuda, D. (2018) ‘HUBUNGAN ANTARA MOOD DAN IMPULSIVE BUYING BEHAVIOR PADA REMAJA SEBAGAI KONSUMEN DEPARTMENT STORE DI KOTA MALANG’, مجلة اسيوط للدراسات البيئة, العدد الحا(3), pp. 1–13. Available at: http://dx.doi.org/10.1186/s13662-017-1121-6%0Ahttps://doi.org/10.1007/s41980-018-0101-2%0Ahttps://doi.org/10.1016/j.cnsns.2018.04.019%0Ahttps://doi.org/10.1016/j.cam.2017.10.014%0Ahttp://dx.doi.org/10.1016/j.apm.2011.07.041%0Ahttp://arxiv.org/abs/1502.020.

Maslakhah, A.N., Lestari, A. and Andjarwati (2018) ‘Pengaruh kualitas produk dan promosi penjualan terhadap keputusan pembelian mascara oriflame (studi pada konsumen mascara oriflamewilayah surabayapusat)’, 6, pp. 486–492.

Maymand dan Ahmadinejad, 2011 (2018) ‘PENGARUH PERSONALITY DAN SHOP ENJOYMENT TERHADAP IMPULSE BUYING BEHAVIOR YANG DIMEDIASI IMPULSE BUYING TENDENCY Anak Agung Istri Sandya Kharisma 1 Fakultas Ekonomi dan Bisnis Universitas Udayana , Bali , Indonesia Kebutuhan manusia yang paling mendasar ad’, 7(6), pp. 3320–3352.

Nighel, S. and Sharif, O.O. (2022) ‘Pengaruh Flash Sale Terhadap Pembelian Impulsif E-Commerce Shopee Di Jawa Barat The Effect Of Flash Sale On Impulse Purchase Of Shopee E-Commerce In West Java’, 9(3), pp. 1335–1344.

Purwanto, T., Kurniati, P. and Susanti, L. (2022) ‘PERAN RELIGIUSITAS SEBAGAI PEMODERASI HUBUNGAN DISKON’, 9(3), pp. 221–230.

Renita, I. and Astuti, B. (2022) ‘Pengaruh Program Flash Sale terhadap Pembelian Impulsif dan Shopping Enjoyment pada Mahasiswa di Yogyakarta’, 01(04), pp. 109–120.

Rohmatin, N. (2020) ‘Pengaruh Potongan Harga dan Bonus Pack Terhadap Pembelian Tidak Terencana ( Studi Kasus di Alfamart Kabupaten Madiun )’.

Widhi Siswo Widodo, S. (2015) ‘Pengaruh Shopping Enjoyment Tendency dan Impulsive Buying Tendency Terhadap Impulsive Buying Behaviour di Carrefour Kota Mojokerto’, Ekp, 13(3), pp. 1576–1580.

Wijaya, R. et al. (2022) ‘INOVASI BERBASIS E-COMMERCE GUNA MENINGKATKAN’, pp. 243–254.

Downloads

Published

2023-07-19

How to Cite

Risma Gesang Ayu Cahyani, Nabila Andriani, Nunung Susilaningsih, Bothy Dewandaru, & Sudjiono. (2023). Analysis of the Role of Impulsive Buying Tendency Through Flash Sale Countdown Timer on Impulsive Buying Behavior in E-Commerce Shopee (Studies on Students of the Faculty of Economics, University of Kadiri). Proceeding ADRI International Conference on Multidisciplinary Research, 1(1), 378–383. Retrieved from https://prosiding.p-adri.or.id/index.php/icadri/article/view/72

Issue

Section

Articles