Dampak Flash Sale Countdown Timer Di Marketplace Online Pada Keputusan Pembelian Dengan Minat Beli Sebagai Intervening

Abstract

<em><span lang="IN">Flash Sale</span></em><span lang="IN"> <em>Countdown Timer</em> merupakan bagian dari promosi produk di<em> marketplace online</em> eperti tokopedia, shopee, lazada biasanya letaknya di home menyajikan barang dalam bentuk <em>flash sale </em>yang telah diberikan diskon besar-besaran pada produk tertentu dalam waktu yang terbatas. <em>Flash Sale</em> <em>Countdown timer</em> merupakan layanan promosi menggiring konsumen pengunjung marketplace online untuk berpikir cepat melakukan pembelian selagi diskon besar-besaran dalam waktu terbatas.</span><span>Penelitian ini merupakan jenis penelitian kuantitatif dengan menggunakan analisis regresi dan korelasi. Sampel dalam penelitian ini adalah 85 responden yang diambil secara exsidental. Tujuan dari penelitian ini adalah 1)mengetahui apakah<em> </em></span><em><span lang="IN">Flash Sale</span></em><span lang="IN"> <em>Countdown timer</em> memiliki dampak pada minat beli konsumen</span><span>, 2)mengetahui apakah</span><em><span lang="IN"> Flash Sale</span></em><span lang="IN"> <em>Countdown timer </em>memiliki <em> </em>pada keputusan pembelian produk</span><span>. 3)mengetahui apakah</span><em><span lang="IN"> Flash Sale</span></em><span lang="IN"> <em>Countdown timer </em>memiliki dampak<em> </em>pada keputusan pembelian jika minat beli sebagai variabel intervening.</span><span> Hasil penelitian ini adalah </span><span> </span><em><span lang="IN">Flash Sale </span><span>C</span><span lang="IN">ountdown Timer</span></em><span>memiliki pengaruh yang signifikan terhadap minat beli konsumen. Kontribusi </span><em><span lang="IN">Flash Sale </span><span>C</span><span lang="IN">ountdown Timer</span></em><span><span>dalam menjelaskan minat beli adalah sebesar 33,76% dan sisanya 66,245 dijelaskan oleh variabel lain 2) </span></span><em>Flash Sale</em> <em>Countdown timer</em><em> </em>memiliki pengaruh yang signifikan terhadap keputusan pembelian. Dan Kontribusi <em>Flash Sale</em> <em>Countdown</em><em>timer </em>dalam menjelaskan keputusan pembelian sebesar 43,1% dan sisanya 56,9% dijelaskan oleh variabel lain. 3) <em>Flash Sale</em> <em>Countdown timer</em>pada keputusan pembelian dengan minat beli sebagai intervening memiliki pengaruh yang signifikan<p><strong>Kata Kunci:</strong> <em>Flash Sale</em> <em>Countdown timer</em><em>, </em>Minat Beli, Keputusan Pembelian.</p><p> </p><p><em>Flash Sale Countdown Timer is part of product promotion in online marketplaces such as tokopedia, shopee, lazada, usually at home, presenting goods in the form of flash sales that have been given massive discounts on certain products for a limited time. Flash Sale Countdown timer is a promotional service that leads consumers who visit online marketplaces to think quickly about making purchases while having massive discounts for a limited time. This research is a type of quantitative research using regression analysis and correlation. The sample in this study were 85 respondents who were taken exsidentally. 1) knowing whether the Flash Sale Countdown timer has an impact on consumer buying interest, 2) knowing whether the Flash Sale Countdown timer has on product purchasing decisions. 3) determine whether the Flash Sale Countdown timer has an impact on purchasing decisions if purchase intention is an intervening variable. The result of this research is the Flash Sale Countdown Timer has a significant effect on consumer buying interest. And the contribution of Flash Sale Countdown Timer in explaining purchase intention is 33.76% and the remaining 66.245 is explained by other variables 2) Flash Sale Countdown timer has a significant effect on purchasing decisions. And the Contribution of Flash Sale Countdowntimer in explaining purchasing decisions is 43.1% and the remaining 56.9% is explained by other variables. 3) Flash Sale Countdown timer on purchasing decisions with buying interest as intervening has a significant effect</em></p><p><em><strong>Keywords</strong>: Flash Sale Countdown timer, Purchase Interest, Purchase Decision</em></p>

Formation of Consumer Impulsive Buying in MSMEs through Online Shopping Activities

“…Based on the research of Herlina et al (2021), flash sale countdown timer as a promotional media can affect consumer psychology when consumers buy cheap products with limited time. As a result, it increases consumers' desire to own the product and make a purchase immediately.…”

Analisis Deskriptif Perilaku Konsumen Shopee: Technology Acceptance Model (TAM)

“…Penngguna melakukan tersebut untuk memeriksa ketersediaan produk pada toko yang dituju saat dalam perjalanan ke toko tersebut [6]. Pengguna mobile memiliki perilaku yang dapat dilihat hasil survei [7]. Hasil survei jumlah pengguna internet di Indonesia pada tahun 2021 sebesar 202,6 juta mengalami peningkatan sebesar 15,5% atau 27 juta pengguna [8].…”

The Influence of Shopee’s Flash Sale Promotion and “Free Shipping” Tagline on the Buying Interest of Young People in Sukabumi City

“…Flash Sales Flash sale is an online promotional tool that provides large discounts which are limited by time by the owner of the company [10]. Another theory also explains that flash sales cause consumers to quickly reconsider their buying decisions for fear of running out of stock [11]. Flash sale indicators include promotion frequency, promotion quality, promotion timing and accuracy [12].…”