The Influence of Flash Sale and Live Streaming on Impulsive Purchases Mediated by Positive Emotions
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Abstract
The 4.0 digitalization era increases the number of online transactions, one of the e-commerce platforms used is Shopee. Until the end of 2023, this platform recorded the highest number of visitors and continued to innovate through flash sales and live streaming to encourage impulsive purchases. However, several issues have arisen, such as delays in refunds due to stock update errors during flash sales and lag during live streaming. This study aims to analyze the influence of flash sales and live streaming on impulsive buying mediated by positive emotions. The method used is quantitative with data collection through questionnaires filled out by 100 respondents. Data collection was analyzed using the Smart PLS application. The research results show that flash sales have a positive and significant effect on impulsive buying, live streaming has a positive but not significant effect on impulsive buying, flash sales have a positive and significant effect on positive emotions, live streaming has a positive but not significant effect on positive emotions, positive emotions have a negative and not significant effect on impulsive buying, and neither flash sales nor live streaming successfully mediates the effect on impulsive buying. Based on these findings, Shopee is advised to implement flash sale programs more frequently to elicit positive emotions and impulsive purchases from consumers. Then, the host in live streaming should be more transparent in explaining the offered products so that consumers feel more comfortable and spontaneous in making purchases.
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How to Cite
Muliani, E., Anggriani, R., Yuliana, I., Delthan, S. H., & Assa’ady, M. C. U. (2025). The Influence of Flash Sale and Live Streaming on Impulsive Purchases Mediated by Positive Emotions. ProBisnis : Jurnal Manajemen, 16(2), 85–94. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/900
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Suwandi (2024). Pengaruh Price Discount, Lifestyle dan Live Streaming terhadap Impulse Buying melalui Positive Emotion.
Takashe. (2018). Flash Sale Shopee. Kaskus. https://www.kaskus.co.id/thread/5a6fd80ee052278b438b4567/flash-sale-shopee
Wulandari, N. T., & Prihatini, A. E. (2022). Pengaruh Emosi Positif dan Promosi Penjualan terhadap Perilaku Pembelian Impulsif pada Konsumen Shopee. Jurnal Ilmu Administrasi Bisnis, 11(1), 81–91.
Yudhistira, A. (2024). Live Streaming Adalah Ancaman! Pengaruh Live Streaming Terhadap Impulsive Buying Yang Dimediasai Oleh Emosi Dan Kepribadian Pada Masyarakat Tasikmalaya. Economics and Digital Business Review, 6(1).
Zami, Z. R. (2023). Pengaruh Live Streaming Shopping dan Online Customer Review terhadap Keputusan Pembelian dengan Trust sebagai Variabel Intervening.
Lianovanda. (2024). Apa itu Flash Sale? Ketahui Pengertian dan 8 Cara Menjalankannya. Skill Academy. https://blog.skillacademy.com/flash-sale-adalah
Fajri & Yamalay. (2023). Pengaruh Flash Sale dan Tagline “Gratis Ongkir” terhadap Pembelian Impulsif melalui Variabel Intervening Emosi Positif pada Marketplace di Kota Palembang. Jurnal Nasional Manajemen, 4(3), 132–140.
Fitriana & Istiyanto. (2024). Pengaruh Flash Sale, Discount dan Tagline “Gratis Ongkir” terhadap Perilaku Impulsive Buying Pengguna Shopee di Soloraya. Jurnal Ilmiah Ekonomi dan Manajemen, 2(2), 712–723. https://doi.org/10.61722/JIEM.V2I2.1031
Harahap (2022). Dampak Media Sosial terhadap Pembelian Tidak Terencana pada Toko Retail. Jurnal Manajemen Dan Bisnis Performa, 19(2), 73–80. https://doi.org/10.29313/PERFORMA.V19I2.10306
Hermawan & Rofiq. (2024). The Effect of Flash Sale on Impulsive Buying with Positive Emotion as Mediating Variable among Shopee Users in Malang City. East Asian Journal of Multidisciplinary Research (EAJMR), 3(6), 2067–2078. https://doi.org/10.55927/eajmr.v3i6.9657
Ikanubun, D., Setyawati, S. M., & Nur Choirul Afif. (2019). Pengaruh Hedonic Shopping Terhadap Impulse Buying Yang Dimediasi Emosi Positif (Survei Pada Konsumen Toko Fashion di Kota “X”).
Kompasiana. (2023). Tren Live Streaming dalam E commerce : Berbelanja sambil menonton langsung. https://www.kompasiana.com/imamatulkhoiriyah/64fcb95408a8b50e79672042/tren-live-streaming-dalam-e-commerce-berbelanja-sambil-menonton-langsung
Kurniawan, R. A., & Nugroho, R. H. (2024). Pengaruh Content Marketing, Live Streaming dan Flash Sale terhadap Impulse Buying pada Pengguna Aplikasi Tiktok Shop di Surabaya: Studi pada Pengguna Tahun 2022-2023. Reslaj, 6(4), 2367–2379. https://journal-laaroiba.com/ojs/index.php/reslaj/article/view/1319/1513
Lee, C. H., & Chen, C. W. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information, 12(6), 241. https://doi.org/10.3390/INFO12060241
Martaleni, A., Ferdian, M., Noor, H., Amin, H., Dzikri, A., Nyoman, N., Yasa, K., Martaleni, M., Hendrasto, F., Hidayat, N., & Dzikri, A. A. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05
Octaviana, A. R., Komariah, K., & Z, F. M. (2022). Analysis Shopping Lifestyle, Hedonic Shopping Motivation and Flash Sale on Online Impulsive Buying. Management Studies and Entrepreneurship Journal, 3(4), 1961–1970.
Pasaribu, D., Situmorang, C. V., Darmayanti, N., Heningtyas, O. S., Astuti, E. B., Syamil, A., Wardhana, A., Indriani, I. K., Syarif, S. M., Amru, M., Sulaksono, H., Rachmanu, E. D., Setiawan, G., Halawa, F., Sundari, A., & Silvera, D. L. (2023). Metodologi Penelitian Akuntansi dan Manajemen Pendekatan Kuantitatif.
Populix. (2023). Indonesian Shopper Behaviour on Promotion Week in the Face of Economic Uncertainty 2023.
Ratnawati. (2023). Pengaruh Discount, Live Streamer, dan Customer Trust derhadap Impulse Buying pada Live Streaming Commerce. Technology Business and Entrepreneurship, 1(1), 16–22. https://ejournal.itbss.ac.id/index.php/techbus/article/view/6/3
Rizkita Yuzahrani, A., Sysnanda Chaya Putra, D., Sirri, R., Fatikha, A., Hidayat, R., & Ikaningtyas, M. (2024). Analisis Pemanfaatan Shopee Live Sebagai Platform Pengembangan Bisnis dalam Era Digital. In Jurnal Pengabdian Kepada Masyarakat (Vol. 4, Issue 1). https://jurnalfkip.samawa-university.ac.id/karya_jpm/index
Suwandi (2024). Pengaruh Price Discount, Lifestyle dan Live Streaming terhadap Impulse Buying melalui Positive Emotion.
Takashe. (2018). Flash Sale Shopee. Kaskus. https://www.kaskus.co.id/thread/5a6fd80ee052278b438b4567/flash-sale-shopee
Wulandari, N. T., & Prihatini, A. E. (2022). Pengaruh Emosi Positif dan Promosi Penjualan terhadap Perilaku Pembelian Impulsif pada Konsumen Shopee. Jurnal Ilmu Administrasi Bisnis, 11(1), 81–91.
Yudhistira, A. (2024). Live Streaming Adalah Ancaman! Pengaruh Live Streaming Terhadap Impulsive Buying Yang Dimediasai Oleh Emosi Dan Kepribadian Pada Masyarakat Tasikmalaya. Economics and Digital Business Review, 6(1).
Zami, Z. R. (2023). Pengaruh Live Streaming Shopping dan Online Customer Review terhadap Keputusan Pembelian dengan Trust sebagai Variabel Intervening.