PENGARUH FLASH SALE. DISKON, dan CONTENT MARKETING TERHADAP PEMBELIAN IMPULSIF TOKO ONLINE TRENDBRIGHT FASHION DI SHOPEE

Abstract

This research aimed to find out the effect of flash sales, discounts, and marketing content on the customers’ impulsive purchases at Trendbright Fashion, in the Shopee online store. Moreover, the population was customers who had purchased at Trendbright Fashion, in the Shopee online store with a minimum of twice transaction. The research was quantitative. Furthermore, the data collection technique used a purposive sampling technique, in which the sample was based on the criteria given. In line with that, there were 100 respondents as the sample. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the respondents through the Google form and distributed by the owner of Trendbright Fashion, in the Shopee online store. Based on the hypothesis test (t-test), it was obtained that Flash sales (FS), Discount (D), and Content marketing (CM) had a positive and significant effect on the customers’ impulsive purchasing at Trendbright Fashion, in Shopee online store. Additionally, since the research examined limited variables, i.e. three variables; the further research needed to have other variables which were not included in the research.