The Effect Of Flash Sales And Free Shipping Taglines On Impulsive Buying Behavior Among Shopee Users At PT Gala Alamsyah

This study aims to examine the effect of Flash Sale features and the tagline “Free shipping” on impulsive buying behavior, as well as to determine whether these two features simultaneously influence impulsive buying behavior using quantitative research methods. Based on the analysis results, Flash Sale does not have a significant effect on impulsive buying behavior, while the tagline “Free shipping” has a significant effect. At the same time, the Flash Sale variable and the free shipping tagline influence impulsive buying behavior. This study reinforces the understanding that promotional and urgency factors trigger the desire to buy for consumers, especially Shopee users at PT Gala Alamsyah. The time limit on the Flash Sale promotion feature and the “Free Shipping” tagline create a sense of urgency and provide added value in the form of cost savings, which tends to encourage purchases. The research results prove and reinforce the assumption that the implementation of Flash Sale promotions and the “Free Shipping” tagline is highly effective in motivating consumers to make impulsive buying.

Keywords: Flash Sale, “Free Shipping” Tagline, Impulse Buying