The Influence of Flash Sale Discounts on the Shopee Platform on Purchasing Decision in Management Students B Stambuk 2022 UNIMED

Abstract

E-commerce has experienced rapid growth in Indonesia in recent years, fundamentally transforming the way people in the country shop. The continued expansion of e-commerce in Indonesia holds great promise, offering substantial benefits to both businesses and consumers. Among the myriad offerings of e-commerce is the enticing concept of flash sales, where consumers can avail themselves of products at reduced prices or take advantage of time-limited discounts. This research adopts a quantitative methodology with a sample size of 30 respondents. The primary aim of this study is to examine the impact of flash sales on the purchasing decisions of Management students in Group B at Medan State University. The findings indicate a significant correlation between discount flash sales on the Shopee platform and the purchasing decisions of Management students in the 22nd Stambuk of 2022 at UNIMED. Flash sales are a prominent marketing strategy frequently employed by e-commerce platforms to attract and engage customers, offering considerable benefits to consumers who can access products at reduced prices within a limited timeframe. This approach also yields positive outcomes for companies, ensuring effective business operations. While this journal acknowledges potential imperfections resulting from author insights, we earnestly welcome suggestions and constructive criticism from readers to enhance its quality.