Pengaruh Flash Sale, Price Discount, dan Tagline “Gratis Ongkir” terhadap Perilaku Impulse Buying di Kalangan Generasi Z Pengguna Shopee (Studi Kasus di Kota Binjai)

Abstract

This research is motivated by the phenomenon of Generation Z’s tendency to make impulsive purchases when shopping online, especially on the Shopee platform. This study aims to determine and analyze the influence of flash sale, price discount, and the “Free Shipping” tagline on impulse buying behavior among Generation Z Shopee users in Binjai City. This research is associative in nature. The population in this study were Generation Z users who had made purchases on Shopee in Binjai City. The sample consisted of 150 respondents who were selected using purposive sampling technique. Data collection was carried out through a questionnaire. The analysis technique used was multiple linear regression analysis processed with SPSS software. The results of the study show that flash sale, price discount, and the “Free Shipping” tagline simultaneously have a significant effect on impulse buying. Partially, flash sale has a positive and significant effect on impulse buying, price discount has a positive and significant effect on impulse buying, and the “Free Shipping” tagline has a positive but not significant effect on impulse buying.