Pengaruh Diskon Flash Sale Terhadap Keputusan Pembelian Pengguna Marketplace Shopee di Kecamatan Tempuran Kabupaten Karawang
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Abstract
This study aims to evaluate the impact of Flash Sale discounts on the purchasing decisions of Shopee users in Tempuran District. Utilizing a quantitative approach with a causal research design, the study involved 100 respondents who are active Shopee users in Tempuran District and have made purchases during Flash Sale periods. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The analysis results indicate a significant effect of Flash Sale on users' purchasing decisions, although this effect is relatively weak. This finding suggests that while Flash Sale can influence purchasing decisions, it is not the primary determining factor in the consumer decision-making process. The study provides valuable insights for e-commerce businesses, particularly in designing and implementing more effective marketing strategies in rural areas. Business practitioners need to consider that a successful marketing strategy in these regions should integrate various factors beyond Flash Sale to more effectively influence consumer purchasing decisions.
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