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

Ayu Novita Lestari (), Annisa Sulistiyani (), Vivi Anggraeni () and M. Andri Juniansyah ()
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Ayu Novita Lestari: Universitas Nusa Putra, Management, Faculty of Business and Humanities
Annisa Sulistiyani: Universitas Nusa Putra, Management, Faculty of Business and Humanities
Vivi Anggraeni: Universitas Nusa Putra, Management, Faculty of Business and Humanities
M. Andri Juniansyah: Universitas Nusa Putra, Management, Faculty of Business and Humanities

A chapter in Proceedings of the International Conference on Economics, Management, and Accounting (ICEMAC 2022), 2023, pp 117-124 from Springer

Abstract: Abstract The development of technology and communication, especially in internet technology, has changed world civilization very quickly, one of which is the interest in buying online shopping in the community which has led to the emergence of new e-commerce companies in Indonesia, including Shopee. The flash sale program and the “free shipping” tagline have made Shopee one of the most popular online shopping. Flash sale promotions and advertising messages in the form of free shipping slogans convey to consumers the impression that the offer is only valid once and thereby motivate consumers to make an online purchase. This study aims to determine whether sales on flash sale promotions and the tagline “free shipping” affect the buying interest of young people in Sukabumi City. The sampling technique used is a non-probability sampling technique using a sample of 100 respondents and using multiple regression analysis. The results of this survey show that flash sale promotions and the tagline “free shipping” have a significant effect of 51% on purchase intention.

Keywords: Flash Sale; Tagline; Purchase Interest; E-Commerce (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-226-2_10

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