The Effect of Flash Sale, Influencer Marketing, and Discounts on Impulsive Buying on Shopee E-Commerce Among Students of the Faculty of Economics and Business, Sumbawa University of Technology

Pipin Agustina; Aris Sugiarto

Authors

Pipin Agustina Universitas Teknologi Sumbawa Author
Aris Sugiarto Universitas Teknologi Sumbawa Author

Keywords:

Discount, E-commerce, Flash Sale, Impulsive Buying, Influencer Marketing, Shopee, Student

Abstract

This study investigates the influence of Flash Sale, Influencer Marketing, and Discount on Impulsive Buying behavior among students of the Faculty of Economics and Business at Sumbawa University of Technology who use Shopee e-commerce. Adopting a quantitative approach, the research collected primary data from 100 respondents through a structured questionnaire. The analysis utilized multiple linear regression to examine the partial and simultaneous effects of the independent variables on the dependent variable. The findings indicate that Flash Sale, Influencer Marketing, and Discount each have a positive and significant effect on impulsive buying. Furthermore, the study confirms that these three factors collectively and significantly influence impulsive buying behavior. The results highlight that these marketing strategies are highly effective in triggering unplanned purchases among students. Specifically, the combination of these three variables explains 70.5% of the variation in impulsive buying decisions, while the remaining 29.5% is attributed to other factors. This research contributes to a deeper understanding of digital consumer behavior and provides practical insights for e-commerce platforms to develop more effective and integrated promotional campaigns

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