Nabila , Yasmin (2026) Pengaruh Program Promosi Cashback, Free Shipping dan Flash sale Terhadap Pembelian Impulsif di Marketplace Shopee (Studi Pada Konsumen Produk Sneakers Aerostreet). Ilmu Sosial dan Ilmu Politik, Universitas Lampung.
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Abstract
Pesatnya pertumbuhan e-commerce di Indonesia mendorong marketplace seperti Shopee menerapkan program promosi seperti cashback, free shipping, dan flash sale. Namun, efektivitasnya dalam mendorong pembelian impulsif masih inkonsisten, dan belum ada penelitian yang menguji ketiga variabel tersebut secara simultan pada produk sneakers Aerostreet dengan cakupan nasional. Penelitian ini bertujuan menganalisis pengaruh cashback, free shipping, dan flash sale, baik parsial maupun simultan, terhadap pembelian impulsif konsumen Aerostreet di Shopee. Pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner secara daring kepada 100 responden yang pernah melakukan pembelian produk Aerostreet di Shopee. Data dianalisis menggunakan regresi linier berganda ,uji t, uji F, dan koefisien determinasi dengan bantuan SPSS versi 27.0. Hasil penelitian menunjukkan secara parsial cashback berpengaruh dan signifikan, artinya keuntungan finansial mendorong pembelian spontan. Sebaliknya, free shipping tidak berpengaruh signifikan, karena insentif penghematan biaya saja belum cukup memicu perilaku impulsif. Flash sale berpengaruh dan signifikan, mencerminkan bahwa promosi berbatas waktu menciptakan urgensi. Secara simultan, ketiga variabel berpengaruh signifikan. Nilai R² menunjukkan 23,7% pembelian impulsif dijelaskan oleh ketiga variabel tersebut, sisanya dipengaruhi faktor lain. Dengan demikian, dapat disimpulkan bahwa strategi promosi, khususnya cashback dan flash sale, berperan penting dalam mendorong pembelian impulsif di Shopee. The rapid growth of e-commerce in Indonesia has encouraged marketplaces like Shopee to implement promotional programs such as cashback, free shipping, and flash sales. However, their effectiveness in encouraging impulsive purchases remains inconsistent, and no research has tested these three variables simultaneously on Aerostreet sneakers with national coverage. This study aims to analyze the influence of cashback, free shipping, and flash sales, both partially and simultaneously, on impulsive purchases of Aerostreet consumers on Shopee. A quantitative approach using a survey method was used through the distribution of online questionnaires to 100 respondents who had purchased Aerostreet products on Shopee. Data were analyzed using multiple linear regression, t-test, F-test, and coefficient of determination with the help of SPSS version 27.0. The results showed that cashback had a partial and significant effect, meaning that financial benefits encourage impulsive purchases. Conversely, free shipping had no significant effect, because cost-saving incentives alone were not enough to trigger impulsive behavior. Flash sales had a significant effect, reflecting that time-limited promotions create urgency. Simultaneously, all three variables had a significant effect. The R² indicates that 23.7% of impulse purchases are explained by these three variables, with the remainder influenced by other factors. Therefore, it can be concluded that promotional strategies, particularly cashback and flash sales, play a significant role in driving impulse purchases on Shopee. Keywords: Cashback, Free shipping, Flash Sale, Impulse Buying, Shopee, Sneakers Aerostreet
| Item Type: | Other |
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| Subjects: | ?? 300 ?? |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | 2606341358 Digilib |
| Date Deposited: | 10 Jul 2026 04:25 |
| Last Modified: | 10 Jul 2026 04:25 |
| URI: | http://digilib.unila.ac.id/id/eprint/102401 |
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