FLASH SALE ON CONSUMER PURCHASING ON E-COMMERCE PLATFORMS

Abstract

This research aims to investigate the effect of flash sales on consumer purchasing decisions on e-commerce platforms. Flash sales have become a popular marketing strategy in the E-commerce industry, offering huge discounts for a limited time to attract consumers. The research method used is an online survey of respondents who are active users of E-commerce platforms who often participate in flash sales. Data analysis was carried out using regression techniques to test the relationship between flash sale variables and consumer purchasing decisions, as well as other control variables such as price, product quality and consumer trust in the platform. The research results show that flash sales have a significant 0,000 < 0,01 positive influence on consumer purchasing decisions on E-commerce platforms. These findings show the importance of flash sale strategies in influencing consumer behavior and increasing sales on E-commerce platforms. The practical implication of this research is the importance of E-commerce platforms to continue to pay attention to and improve their flash sale strategies in order to maintain and increase their market share amidst increasingly fierce competition.