PENGARUH FLASH SALE TERHADAP PEMBELIAN IMPULSIF PRODUK CIK’EMAM DI SHOPEE DENGAN EMOSI SEBAGAI VARIABEL MEDIASI: Survei Pada Followers Instagram @Cikemam

Fatimah Azzahra Puspita Kurniasari, - and Vanessa Gaffar, - and Asep Miftahuddin, - (2025) PENGARUH FLASH SALE TERHADAP PEMBELIAN IMPULSIF PRODUK CIK’EMAM DI SHOPEE DENGAN EMOSI SEBAGAI VARIABEL MEDIASI: Survei Pada Followers Instagram @Cikemam. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh flash sale terhadap pembelian impulsif produk Cik’emam di Shopee dengan emosi sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Pengambilan sampel dilakukan dengan teknik probability sampling dengan jenis simple random sampling, melibatkan 399 responden yang memenuhi tiga kriteria: merupakan followers akun Instagram @Cik'emam, pernah melakukan pembelian impulsif produk Cik'emam di Shopee, dan pernah membeli produk Cik’emam melalui program flash sale di Shopee. Teknik analisis data dilakukan menggunakan Partial Least Square–Structural Equation Modeling (PLS-SEM) dengan hasil penelitian menunjukkan bahwa flash sale, emosi, dan pembelian impulsif berada pada kategori tinggi. Selain itu, terdapat pengaruh positif yang signifikan antara flash sale terhadap emosi, flash sale terhadap pembelian impulsif, emosi terhadap pembelian impulsif, serta pengaruh tidak langsung flash sale terhadap pembelian impulsif melalui emosi. Temuan ini menegaskan bahwa strategi promosi berbatas waktu dan stok seperti flash sale mampu membangkitkan respon emosional konsumen yang pada akhirnya mendorong terjadinya perilaku pembelian impulsif. Oleh karena itu, Cik’emam disarankan untuk terus mengembangkan strategi flash sale yang efektif guna meningkatkan keterlibatan emosional dan mendorong pembelian impulsif melalui platform Shopee. The purpose of this study was to examine the effect of flash sales on impulse buying of Cik’emam products on Shopee, with emotions as a mediating variable. This research employed a quantitative approach using a survey method. Sampling was conducted through a probability sampling technique, specifically simple random sampling, involving 399 respondents who met three criteria: followers of the @Cikemam Instagram account, individuals who had made impulse buying of Cik’emam products on Shopee, and those who had purchased Cik’emam products through flash sale programs on Shopee. Data analysis was performed using Partial Least Square–Structural Equation Modeling (PLS-SEM). The findings show that flash sales, emotions, and impulse buying are all categorized as high. Furthermore, there is a significant positive influence of flash sales on emotions, flash sales on impulse buying, emotions on impulse buying, as well as an indirect effect of flash sales on impulse buying through emotions. These findings highlight the importance of time-limited and stock-limited promotional strategies, such as flash sales, in stimulating emotional responses that ultimately lead to impulse buying behavior. Therefore, Cik’emam is encouraged to continue optimizing effective flash sale strategies to enhance emotional engagement and drive impulse buying through the Shopee platform.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=id&user=-yRnmzQAAAAJ ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Asep Miftahuddin: 6750370
Uncontrolled Keywords:	Flash Sale, Emosi, Pembelian Impulsif, E-commerce, Cik’emam Flash Sale, Emotions, Impulse Buying, E-commerce, Cik’emam
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Fatimah Azzahra Puspita Kurniasari
Date Deposited:	23 Sep 2025 08:34
Last Modified:	23 Sep 2025 08:34
URI:	http://repository.upi.edu/id/eprint/139203

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