ANALYZING IMPULSE BUYING: LIVE STREAMING, FLASH SALES, AND FREE SHIPPING TAGLINE FOR PINKFLASH COSMETICS ON SHOPEE
Keywords:
Live Streaming, Flash Sale, Free Shipping Tagline, Impulse Buying
Abstract
The purpose of this study is to explore the role of live streaming. Flash Sale and free shipping tagline for direct purchases of Pinkflash Cosmetics on e-commerce Shopee. PinkFlash products are in great demand by students because they have low prices. And the sales level of PinkFlash is quite high on Shopee. This study was conducted in a student environment and the focus of the research on Pinkflash cosmetics has not been widely used in research, and provides empirical data on impulsive buying behavior towards foreign cosmetic brands that are developing in Indonesia. The research method chosen in this study is quantitative method. The study population for this study consisted of students studying the 2020 management using a purposive sampling method. The sample size for this study is 155 respondents. The relationships between several independent variables and the dependent variables were analyzed using multiple linear regression analysis. results this study show live streaming (X1), flash sales (X2) and free shipping tagline (X3) together play a significant role in impulsive purchases of Pinkflash cosmetic products on Shopee e-commerce. In part, live stream (X1) does not play a significant role in impulse buying. Meanwhile, flash sales (X2) and the free shipping tagline (X3) play a significant role in impulse buying. By utilizing three variables, Company can create an interesting shopping experience that encourages spontaneous purchases.References
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Al Aradatin, S. A., Muslih, B., & Meilina, R. (2021). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Melalui Marketplace Shopee (Studi Pada Mahasiswa Aktif Prodi Manajemen Angkatan 2017 Unp Kediri). Seminar Nasional Manajemen, Ekonomi Dan Akuntansi, 6(1), 757–767. Https://Proceeding.Unpkediri.Ac.Id/Index.Php/Senmea/Article/View/983
Amallia, A. R., & Syaefulloh. (2023). Pengaruh Fitur Live Shopee Dan Product Browsing Terhadap Online Impulsif Buying Melalui Shopping Enjoyment Pada Produk Fashion (Studi Empiris Pada Mahasiswa Pelanggan E-Commerce Shopee Di Kota Pekanbaru). Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 17(6), 3809–3833. Https://Doi.Org/10.35931/Aq.V17i6.2815
Cindya, A. P. P., Subagyo, & Widodo, W. (2023). Pengaruh Live Streaming, Online Customer Review Dan Cashback Promotion Terhadap Minat Beli Produk Pada Fitur Tiktokshop. Simposium Nasional Manajemen Dan Bisnis , 2, 189–198.
Darwipat, D., Syam, A., & Marhawati. (2020). Pengaruh Program Flash Sale Terhadap Perilaku Impulsive Buying Konsumen Marketplace. Journal Of Economic Education And Entrepreneurship Studies, 1(2), 58–64.
Ernestivita, G., Budiyono, & Suhermin. (2023). Seni Digital Marketing Untuk Meningkatkan Pembelian Impulsif Dan Compulsif (R. R. Rerung, Ed.). Cv.Media Sanins Indonesia .
Ervina, G., Simanjorang, E. F., & Siregar, N. A. (2024). Effects Of Cashback, Flash Sale, And Free Shipping On Impulsive Buying At Shopee Marketplace. Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora, 10(1), 61–72. Https://Doi.Org/10.37567/Alwatzikhoebillah.V10i1.2251
Fitriana, F. D., & 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
Fitryani, Nanda, A. S., & Aristyanto, E. (2021). Peran Impulsive Buying Saat Live Streaming Pada Masa Pandemi Covid-19 (Studi Kasus E-Commerce Shopee). Jurnal Masharifa Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah , 6(2), 542–555. Http://Eprints.Uwp.Ac.Id/Id/Eprint/3386
Khairunnisa, I., & Heriyadi. (2023). Generasi Z, Pemasaran Sosial Media, Dan Perilaku Pembelian Impulsifnya Pada Produk Fashion. Management Bussines Innovation Conferance, 6(1), 17–29.
Lee, C. H., & Chen, C. W. (2021). Impulse Buying Behaviors In Live Streaming Commerce Based On The Stimulus-Organism-Response Framework. Information (Switzerland), 12(6). Https://Doi.Org/10.3390/Info12060241
Maulida, C. N., & Kamila, A. D. (2021). Pengaruh K-Pop Brand Ambassador Terhadap Loyalitas Konsumen (Studi Pada Pengguna Shopee). Kinesik , 8(2), 137–145. Https://Doi.Org/Https://Doi.Org/10.22487/Ejk.V8i2.154
Ningtiyas, A. W., Muslih, B., & Soedjoko, D. K. H. (2022). Analisis Pengaruh E-Service Quality, E-Trust Dan Harga Terhadap Keputusan Pembelian Di Artee Collection Nganjuk. Simposium Manajemen Dan Bisnis , 1, 214–222.
Pramesti, A. S., Eko Broto, B., & Rambe, B. H. (2022). The Influence Of Price, Electronic Word Of Mouth (E-Wom), Discount And Tagline “Free Shipping” On Purchase Decisions At Shopee Market Place (Case Study On Students At The Faculty Of Economics And Business, Labuhanbatu University). Budapest International Research And Critics Institute-Journal (Birci-Journal), 6243–6255. Https://Doi.Org/10.33258/Birci.V5i1.4344
Purnomo, H., Sardanto, R., & Muslih, B. (2020). Buku_Signifikansi Kepuasan Konsumen (2020) (1st Ed.). Adjie Media Nusantara .
Rahayu, N., Rakhmawati, D., & Arista, I. G. A. (2024). Pengaruh Live Streamer Dan Promo Tanggal Kembar Terhadap Impulsive Buying (Studi Kasus Pengguna E- Commerce Shopee Di Kota Mataram. Jurnal Ganee Swara, 18(1), 263–268. Https://Doi.Org/Https://Doi.Org/10.35327/Gara.V18i1.757
Rusni, A., & Solihin, A. (2022). Pengaruh Motivasi Belanja Hedonis, Diskon Harga Dan Tagline “Gratis Ongkir” Terhadap Keputusan Pembelian Impulsif Secara Online Di Shopee. Jurnal Ilmiah Manajemen Dan Bisnis , 7(2), 167–179. Https://Doi.Org/Https://Doi.Org/10.38043/Jimb.V7i2.3841
Shopee, I. (2021, July 26). 6 Produk Makeup Pink Flash Terbaik: Dibawah 20 Ribu! Shopee . Https://Shopee.Co.Id/Inspirasi-Shopee/Pink-Flash-Make-Up-Terbaik/#:~:Text=Pink%20flash%20adalah%20salah%20satu,Makanan%20(Bpom)%20di%20indonesia.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif Dan R&D (2nd Ed.). Alfabeta.
Syauqi, A., Lubis, F. A., & Atika. (2022). Pengaruh Cashback, Flash Sale, Tagline “Gratis Ongkir” Terhadap Impulse Buying Konsumen Generasi Z Pada Shopee (Studi Kasus Mahasiswa Universitas Islam Negeri Sumatera Utara). Jurnal Manajemen Akuntansi (Jumsi), 2(4), 734–749. Https://Doi.Org/Https://Doi.Org/10.36987/Jumsi.V2i4.3122
Team, B. (2023, March 3). Rekomendasi Produk Terlaris Di Shopee, Cocok Untuk Jualan ! Blend Seller Academy . Https://Www.Blendnow.Com/Blog/Rekomendasi-Produk-Terlaris-Di-Shopee-Cocok-Untuk-Jualan
Wiyono, S. H., Kusumaningtyas, D., & Bian Raharjo, I. (2023). Pengaruh Viral Marketing, Flash Sale, Dan Shopee Paylater Terhadap Pembelian Impulsif Pada Shopee. Simposium Nasional Manajemen Dan Bisnis Ii, 2, 497–505.
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