PENGARUH DISKON, GRATIS ONGKIR, DAN FLASH SALE TERHADAP PERILAKU IMPULSE BUYING PADA KONSUMEN ONLINE SHOP MADAME NA

CHINTYA ARMILLA POHAN, NPM 2201100034 (2026) PENGARUH DISKON, GRATIS ONGKIR, DAN FLASH SALE TERHADAP PERILAKU IMPULSE BUYING PADA KONSUMEN ONLINE SHOP MADAME NA. Tugas_Akhir(Artikel) International Journal of Educational Research & Social Sciences. pp. 342-353. ISSN 2774-5406 (e-ISSN)

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Abstract

This study aims to examine the effect of discounts, free shipping, and flash sales on impulse buying behavior among Madame NA Online Shop consumers, motivated by the existence of a research gap from previous studies that mostly focused on large scale e-commerce. The research method uses a causal associative quantitative approach with a sample of 97 respondents taken through accidental sampling technique using the Lemeshow formula. Data were collected through a Likert-scale questionnaire and analyzed by multiple linear regression assisted by SPSS. The results of the study partially show that discounts (t = 3.874; Sig. = 0.000), free shipping (t = 3.817; Sig. = 0.000), and flash sales (t = 2.400; Sig. = 0.018) each have a positive and significant effect on impulse buying behavior. Simultaneously, the three variables also have a significant effect (F = 70.585; Sig. = 0.000). The coefficient of determination (R²) value of 0.695 indicates that 69.5% of the variation in impulse buying behavior can be explained by discounts, free shipping, and flash sales, while the remaining 30.5% is influenced by other factors outside the model. In conclusion, increasing discount, free shipping, and flash sale strategies can significantly encourage consumer impulse buying at the Madame NA Online Shop. Keywords: Discounts, Free Shipping, Flash Sale, Impulse Buying and Madame NA.

Item Type:	Article
Uncontrolled Keywords:	Discounts, Free Shipping, Flash Sale, Impulse Buying and Madame NA
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	28 Sep 2026 03:04
Last Modified:	28 Sep 2026 03:04
URI:	http://repository.ulb.ac.id/id/eprint/2877

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