The Influence of Flash Sale Promotions, the "Free Shipping" Tagline, and Live Streaming on Impulsive Buying Among Shopee E-Commerce Users in Purwokerto
Keywords:
Flash Sale Promotions, Tagline “Free Shipping”, Live Streaming, Impulsive Buying
Abstract
Impulsive buying is one of the phenomena that has been frequently occurring lately. Especially among students. This study examines the factors that influence their desire to engage in impulsive buying. This research aims to analyze the influence of Flash Sale Promotions, the "Free Shipping" tagline, and Live Streaming on Impulsive Purchases among Shopee e-commerce users in Purwokerto. The Stimulus-Response (S-R) theory, used in this research, argues that every stimulus provided will stimulate consumers and produce varied responses. This research is a quantitative study, using purposive sampling as the sampling technique. With the criteria of students who have used or are users of the Shopee application, active students of Jenderal Soedirman University and Muhammadiyah University of Purwokerto, and have made at least one purchase on Shopee. The sample size was 178 respondents. Data were collected using a questionnaire and distributed via Google Forms. The questionnaire was measured using a Likert scale. Data analysis was conducted using SEM-PLS version 3. The analysis results show that the variables Flash Sale Promotion, "Free Shipping" Tagline, and Live Streaming have a significant impact on impulsive buying.
References
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Aprilia, G., Komunikasi, J. I., & Riau, U. (2024). Pengaruh Informasi Diskon dan Promosi Flash Sale Terhadap Perilaku Pembelian Impulsif Followers Akun Twitter @ RacunBelanja Menurut laporan We Are Social dan Hootsuite , Indonesia merupakan negara kepada Dwi Adriansah , Country Industry memudahkan proses . 15(2).
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Ha, N. T., Tuyen, N. T., Dung, N. T., & Chi, P. M. (2025). Live Streaming and Sales Promotion in Online Impulsive Buying Behavior: a Bibliometric Network Analysis. Hue University Journal of Science: Economics and Development, 134(5D), 73–105. https://doi.org/10.26459/hueunijed.v134i5d.7767
Haryono. (2016). METODE SEM Untuk Penelitian ManajemenAMOS LISREL PLS. 1–23.
Hermawan, L. A., & Radiansyah, E. (2024). Pengaruh Flash Sale , Gratis Ongkos Kirim dan Cashback Terhadap Perilaku Pembelian Impulsif Konsumen Shopee di Lampung Selatan The Effect of Flash Sale , Free Shipping , and Cashback on Consumers ’ Impulsive Buying Behavior Shopee in South Lampung. 4(3), 1567–1577.
Isnaini, N. A., Rosyida, N. I., Wulandari, R., Tarsono, T., & Hasbiyallah, H. (2023). Dari Stimulus-Respon hingga Modifikasi Perilaku; Tinjauan Teori Behaviorisme John B. Watson dan Realisasinya dalam Pembelajaran. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(12), 10062–10070. https://doi.org/10.54371/jiip.v6i12.2442
Joseph, F.Hair, et al. (2016). A PRIMER ON PARTIAL LEAST SQUARES STRUCTURAL EQUATION MODELING (PLS-SEM).
Kumparan. (2025). 3 Kampus di Purwokerto Terbaik, Bisa Jadi Pilihan untuk Melanjutkan Studi. Kumparan.Com. https://kumparan.com/seputar-jateng/3-kampus-di-purwokerto-terbaik-bisa-jadi-pilihan-untuk-melanjutkan-studi-24hg1wydf2n
Laksmawan, A. A., & Handayani, L. S. (2024). Pengaruh Diskon, Tagline Gratis Ongkos Kirim, Dan Shopping Lifestyle Terhadap Keputusan Pembelian Impulsif Pada E-Commerce Shopee (Pada Mahasiswa Universitas Pelita Bangsa Angkatan 2020 Yang Menggunakan E-Commerce Shopee). Journal of Economic, Bussines and Accounting (COSTING), 7(4), 7460–7470. https://doi.org/10.31539/costing.v7i4.10182
Nandy. (2024). Pengertian E-Commerce: Jenis, Contoh, dan Manfaat. https://www.gramedia.com/literasi/e-commerce/
NGUYEN-VAN, H., LE-DUY-DUC, T., NGUYEN-DUY, A., & PHAM-THI-TRA. (2024). Impact of Flash Sale on Impulse Buying on E-Commerce Platforms of Gen Z Consumers in Vietnam. International Journal of Social Science Humanity & Management Research, 3(06), 578–586. https://doi.org/10.58806/ijsshmr.2024.v3i6n02
O. Syahputra, Z. Wahyuni, M. F. (2024). PENGARUH FLASH SALE DAN TAGLINE GRATIS ONGKIR SHOPEE TERHADAP PEMBELIAN IMPULSIF DI BENGKULU.
Permatasari, I., Mukhsin, M., & Atiah, I. N. (2023). Pengaruh Flash Sale dan Free Shipping terhadap Impulsive Buying Behavior dalam Perspektif Ekonomi Islam. OIKONOMIKA: Jurnal Kajian Ekonomi Dan Keuangan Syariah, 4(1), 25–37. https://doi.org/10.53491/oikonomika.v4i1.544
Pulu, M. R., & Firdausy, C. M. (2024). Pengaruh Informasi Diskon dan Promosi Flash Sale Terhadap (2).pdf.
Purwanti, P. (2018). Teori Stimulus Respon Dalam Komunikasi Massa Yang Efektif. https://pakarkomunikasi.com/teori-stimulus-respon-dalam-komunikasi-massa
Rahmah, Z. F. (2023). Survei Ungkap Alasan Warga +62 Betah Jualan & Belanja Online di Shopee. Detikinet. https://inet.detik.com/cyberlife/d-6945384/survei-ungkap-alasan-warga-62-betah-jualan-belanja-online-di-shopee/amp
Rookh, D. H. (1987). The Buying Impulse. Journal of Consumer Research, 12, No 2(September), 189–199.
Septiyani, S., & Hadi, E. D. (2024). Pengaruh Flash Sale, Live Streaming Dan Hedonic Shopping Motivation Terhadap Impulse Buying (Study Pembelian Produk Berrybenka Pada Pengguna Aplikasi Shopee). Jesya, 7(1), 970–980. https://doi.org/10.36778/jesya.v7i1.1505
Song, C., & Liu, Y.-L. (2021). The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China. 23rd Biennial Conference of the International Telecommunications Society (ITS): “Digital Societies and Industrial Transformations: Policies, Markets, and Technologies in a Post-Covid World,” 1–18. http://hdl.handle.net/10419/238054
Sugiyono. (2024). METODE PENELITIAN Kuantitatif, Kualitatif dan R&D. ALFABETA, cv.
Sukma IP, & Siregar S. (2024). Pengaruh Sales Promotion dan Live Streaming ShoppingTerhadap Impulse Buying(Studi Pada Generasi Z Pengguna Shopee di Kabupaten Bekasi). INNOVATIVE: Journal Of Social Science Research, 4(3), 11426–11439.
Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144–167.
Y. Wijaya, S. M. (2024). PENGARUH ULASAN PRODUK, TAGLINE “GRATIS ONGKIR”, DAN WAKTU TERHADAP PEMBELIAN IMPULSIF PADA GENERASI Z DALAM BERBELANJA FASHION ONLINE DI KOTA DENPASAR. 6(Table 10), 4–6.
Yusuf, M., & Erliyana, N. (2024). PENGARUH PROMO FLASH SALE DAN GRATIS ONGKOS KIRIM SHOPEE TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF ( PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS ISLAM UNIVERSITAS ISLAM NEGERI SULTHAN THAHA SAIFUDDIN JAMBI ). 8(9), 234–252.
Agrawal, S., & Sareen, S. A. (2016). Flash Sales – the Game Changer in Indian E-Commerce Industry. International Journal of Advance Research and Innovation, 4(1), 343–348. https://doi.org/10.51976/ijari.411650
Ahdiat, A. (2024). 5 E-Commerce dengan Pengunjung Terbanyak Sepanjang 2023. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2024/01/10/5-e-commerce-dengan-pengunjung-terbanyak-sepanjang-2023
Al Jonet, A. S. H., Purwanto, S., & Ariescy, R. R. (2024). Pengaruh Flash Sale dan Live Streaming terhadap Pembelian Impulsif pada Marketplace Shopee di Kota Surabaya. J-MAS (Jurnal Manajemen Dan Sains), 9(1), 285. https://doi.org/10.33087/jmas.v9i1.1598
Amallia, A. R., & Syaefulloh, S. (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. https://doi.org/10.35931/aq.v17i6.2815
Amanah, D., & Pelawi, S. P. (2015). Pengaruh Promosi Penjualan (Sales Promotion) Dan Belanja Hedonis (Hedonic Shopping) Terhadap Impulse Buying Secara Online. Negotium: Jurnal Ilmu Administrasi Bisnis, 3(1), 1. https://doi.org/10.29103/njiab.v5i1.7375
Anang, F. (2019). Buku Pemasaran Produk dan Merek. Buku Pemasaran Produk Dan Merek, August, 1–337.
Aprilia, G., Komunikasi, J. I., & Riau, U. (2024). Pengaruh Informasi Diskon dan Promosi Flash Sale Terhadap Perilaku Pembelian Impulsif Followers Akun Twitter @ RacunBelanja Menurut laporan We Are Social dan Hootsuite , Indonesia merupakan negara kepada Dwi Adriansah , Country Industry memudahkan proses . 15(2).
Chen, Y., Lu, F., & Zheng, S. (2020). A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions. International Journal of Marketing Studies, 12(4), 48. https://doi.org/10.5539/ijms.v12n4p48
Erlinda Dwi Prastiwi, & Ety Dwi Susanti. (2024). Pengaruh Customer Trust dan Fitur Live Streaming pada Aplikasi Shopee Terhadap Impulse Buying dalam Pembelian Produk Fashion dan Aksesoris Oleh Masyarakat: Studi pada Masyarakat Kota Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(6), 4828–4839. https://doi.org/10.47467/alkharaj.v6i6.2082
Ferdiansyah, M. I. (2023). Pengaruh Flash Sale dan Tagline “Gratis Ongkir” Shopee Terhadap Keputusan Pembelian Implusif Secara Online. ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship), 4(2), 106–109. https://doi.org/10.29303/alexandria.v4i2.473
Fernandy, M. A. (2024). Pengaruh Live Streaming , Influencer Marketing , Dan Motivasi Belanja Hedonis Terhadap Pembelian Impulsif Pada Shopee Di Kabupaten Jember ( Studi Kasus Mahasiswa Universitas Muhammadiyah Jember ) The Influence Of Live Streaming , Influencer Marketing , An. 14(2), 56–62.
Fitryani, & Aditya Surya Nanda. (2021). Peran Impulsive Buying Saat Live Streaming Pada Masa Covid-19 Dalam Mendorong Minat Belanja Masyarakat Sidoarjo. Seminar Nasional Teknologi Dan Multidisiplin Ilmu (SEMNASTEKMU), 1(1), 70–79. https://doi.org/10.51903/semnastekmu.v1i1.86
Gumilang, R. R., Sumiati, A., Tresnadi, A., April, U. S., Behavior, I. B., & Streaming, L. (2024). Pengaruh Flash Sale dan Live Streaming Terhadap Impulse Buying Behavior Pada Platform TikTok. 15(3), 479–488.
Ha, N. T., Tuyen, N. T., Dung, N. T., & Chi, P. M. (2025). Live Streaming and Sales Promotion in Online Impulsive Buying Behavior: a Bibliometric Network Analysis. Hue University Journal of Science: Economics and Development, 134(5D), 73–105. https://doi.org/10.26459/hueunijed.v134i5d.7767
Haryono. (2016). METODE SEM Untuk Penelitian ManajemenAMOS LISREL PLS. 1–23.
Hermawan, L. A., & Radiansyah, E. (2024). Pengaruh Flash Sale , Gratis Ongkos Kirim dan Cashback Terhadap Perilaku Pembelian Impulsif Konsumen Shopee di Lampung Selatan The Effect of Flash Sale , Free Shipping , and Cashback on Consumers ’ Impulsive Buying Behavior Shopee in South Lampung. 4(3), 1567–1577.
Isnaini, N. A., Rosyida, N. I., Wulandari, R., Tarsono, T., & Hasbiyallah, H. (2023). Dari Stimulus-Respon hingga Modifikasi Perilaku; Tinjauan Teori Behaviorisme John B. Watson dan Realisasinya dalam Pembelajaran. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(12), 10062–10070. https://doi.org/10.54371/jiip.v6i12.2442
Joseph, F.Hair, et al. (2016). A PRIMER ON PARTIAL LEAST SQUARES STRUCTURAL EQUATION MODELING (PLS-SEM).
Kumparan. (2025). 3 Kampus di Purwokerto Terbaik, Bisa Jadi Pilihan untuk Melanjutkan Studi. Kumparan.Com. https://kumparan.com/seputar-jateng/3-kampus-di-purwokerto-terbaik-bisa-jadi-pilihan-untuk-melanjutkan-studi-24hg1wydf2n
Laksmawan, A. A., & Handayani, L. S. (2024). Pengaruh Diskon, Tagline Gratis Ongkos Kirim, Dan Shopping Lifestyle Terhadap Keputusan Pembelian Impulsif Pada E-Commerce Shopee (Pada Mahasiswa Universitas Pelita Bangsa Angkatan 2020 Yang Menggunakan E-Commerce Shopee). Journal of Economic, Bussines and Accounting (COSTING), 7(4), 7460–7470. https://doi.org/10.31539/costing.v7i4.10182
Nandy. (2024). Pengertian E-Commerce: Jenis, Contoh, dan Manfaat. https://www.gramedia.com/literasi/e-commerce/
NGUYEN-VAN, H., LE-DUY-DUC, T., NGUYEN-DUY, A., & PHAM-THI-TRA. (2024). Impact of Flash Sale on Impulse Buying on E-Commerce Platforms of Gen Z Consumers in Vietnam. International Journal of Social Science Humanity & Management Research, 3(06), 578–586. https://doi.org/10.58806/ijsshmr.2024.v3i6n02
O. Syahputra, Z. Wahyuni, M. F. (2024). PENGARUH FLASH SALE DAN TAGLINE GRATIS ONGKIR SHOPEE TERHADAP PEMBELIAN IMPULSIF DI BENGKULU.
Permatasari, I., Mukhsin, M., & Atiah, I. N. (2023). Pengaruh Flash Sale dan Free Shipping terhadap Impulsive Buying Behavior dalam Perspektif Ekonomi Islam. OIKONOMIKA: Jurnal Kajian Ekonomi Dan Keuangan Syariah, 4(1), 25–37. https://doi.org/10.53491/oikonomika.v4i1.544
Pulu, M. R., & Firdausy, C. M. (2024). Pengaruh Informasi Diskon dan Promosi Flash Sale Terhadap (2).pdf.
Purwanti, P. (2018). Teori Stimulus Respon Dalam Komunikasi Massa Yang Efektif. https://pakarkomunikasi.com/teori-stimulus-respon-dalam-komunikasi-massa
Rahmah, Z. F. (2023). Survei Ungkap Alasan Warga +62 Betah Jualan & Belanja Online di Shopee. Detikinet. https://inet.detik.com/cyberlife/d-6945384/survei-ungkap-alasan-warga-62-betah-jualan-belanja-online-di-shopee/amp
Rookh, D. H. (1987). The Buying Impulse. Journal of Consumer Research, 12, No 2(September), 189–199.
Septiyani, S., & Hadi, E. D. (2024). Pengaruh Flash Sale, Live Streaming Dan Hedonic Shopping Motivation Terhadap Impulse Buying (Study Pembelian Produk Berrybenka Pada Pengguna Aplikasi Shopee). Jesya, 7(1), 970–980. https://doi.org/10.36778/jesya.v7i1.1505
Song, C., & Liu, Y.-L. (2021). The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China. 23rd Biennial Conference of the International Telecommunications Society (ITS): “Digital Societies and Industrial Transformations: Policies, Markets, and Technologies in a Post-Covid World,” 1–18. http://hdl.handle.net/10419/238054
Sugiyono. (2024). METODE PENELITIAN Kuantitatif, Kualitatif dan R&D. ALFABETA, cv.
Sukma IP, & Siregar S. (2024). Pengaruh Sales Promotion dan Live Streaming ShoppingTerhadap Impulse Buying(Studi Pada Generasi Z Pengguna Shopee di Kabupaten Bekasi). INNOVATIVE: Journal Of Social Science Research, 4(3), 11426–11439.
Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144–167.
Y. Wijaya, S. M. (2024). PENGARUH ULASAN PRODUK, TAGLINE “GRATIS ONGKIR”, DAN WAKTU TERHADAP PEMBELIAN IMPULSIF PADA GENERASI Z DALAM BERBELANJA FASHION ONLINE DI KOTA DENPASAR. 6(Table 10), 4–6.
Yusuf, M., & Erliyana, N. (2024). PENGARUH PROMO FLASH SALE DAN GRATIS ONGKOS KIRIM SHOPEE TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF ( PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS ISLAM UNIVERSITAS ISLAM NEGERI SULTHAN THAHA SAIFUDDIN JAMBI ). 8(9), 234–252.
Published
2025-07-23
How to Cite
Zaenal Arifin, Luthfi Zamakhsyari, Herni Justiana Astuti, & Fatmah Bagis. (2025). The Influence of Flash Sale Promotions, the "Free Shipping" Tagline, and Live Streaming on Impulsive Buying Among Shopee E-Commerce Users in Purwokerto. International Journal of Economics, Business and Innovation Research, 4(04), 1595-1617. https://doi.org/10.63922/ijebir.v4i04.2131
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