The IMPACT OF FLASH SALES AND DISCOUNT PROGRAMS ON IMPULSIVE BUYING: THE MEDIATING ROLE OF POSITIVE EMOTIONS IN SHOPEE’S MARKETPLACE IN JAMBI
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to examine the influence of flash sales and discount programs on impulsive buying, with positive emotions as a mediating variable, in the Shopee marketplace in Jambi. A quantitative approach was employed, with data collected through questionnaires distributed to 96 Shopee users in Jambi. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results indicate that the flash sale program does not have a significant effect on impulsive buying or positive emotions. In contrast, discount programs significantly influence both impulsive buying and positive emotions. Additionally, positive emotions have a significant impact on impulsive buying. While flash sales do not indirectly affect impulsive buying through positive emotions, discount programs do. These findings suggest that discount-based promotional strategies are more effective in driving impulsive purchases than flash sales. This study provides valuable insights for e-commerce businesses in designing more effective marketing strategies to enhance consumer engagement and sales performance. Keywords: Flash Sale, discount, impulsive buying, positive emotions, marketplace Shopee.
Authors: Yuliarnita, Syahmardi Yacob, Tona Aurora Lubis
Institution: Universitas Jambi
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7204754917