PENGARUH FLASH SALE DAN CASHBACK TERHADAP PERILAKU IMPULSE BUYING PADA PENGGUNA SHOPEE

Abstract

Abstrak Digitalisasi menyebabkan  trend belanja online salah satunya pada e-commerce Shopee. Shopee memiliki alat promosi berupa flash sale dan cashback yang mendorong perilaku impulse buying. Tujuan dari penelitian ini adalah untuk mengetahui adanya pengaruh  flash sale dan cashback  baik secara simultan maupun parsial terhadap perilaku impulse buying pada pengguna Shopee. Flash sale dan cashback  merupakan variabel bebas sedangkan impulse buying merupakan variabel terikat pada penelitian ini. Penelitian ini adalah penelitian kuantitatif dengan penentuan sampel secara non-probability­ sampling dan teknik penarikan sampel menggunakan metode Insidental Sampling. Data diperoleh dengan menyebar angket/kuesioner pada 100 responden pengguna Shopee, kemudian dianalisis dengan metode regresi linear berganda, lalu hipotesis diuji dengan Uji F serta Uji t. Hasil analisis menujukan bahwa terdapat pengaruh  secara simultan (bersama-sama) dan parsial (individu) dari variabel  flash sale (X1) dan Cashback (X2) terhadap variabel perilaku impulse Buying (Y) pada pengguna Shopee. Kata kunci : flash sale, cashback, sales promotion, impulse buying, shopee Abstract Digitalization has led to the trend of online shopping, one of which is the e-commerce Shopee. Shopee has promotional tools in the form of flash sales and cashback that encourage impulse buying behavior. The purpose of this study was to determine the effect of flash sale and cashback both simultaneously and partially on impulse buying behavior among Shopee users. Flash sale and cashback are independent variables, while impulse buying is the dependent variable in this study. This research is a quantitative study with non-probability sampling and sampling technique using incidental sampling method. The data were obtained by distributing questionnaires to 100 Shopee user respondents, then analyzed using multiple linear regression methods, then the hypothesis was tested by using the F test and t test. The results of the analysis show that there is an effect both simultaneously (together) and partially (individually) of the flash variable sale (X1) and Cashback (X2) on the variable impulse buying behavior (Y) on Shopee users. Keywords : flash sale, cashback, sales promotion, impulse buying, shopee