ANALISIS PENGARUH FLASH SALE TERHADAP PERILAKU IMPULSIF PENGGUNA DALAM BELANJA ONLINE PADA TIKTOK SHOP

Grace Trianita Tulus; Putri Nastiti; Flourensia Sapty Rahayu; Kristina Wulandari

doi:10.24002/prosidingkonstelasi.v3i1.13325

Authors

Grace Trianita Tulus Program Studi Sistem Informasi, Universitas Atma Jaya Yogyakarta
Putri Nastiti Program Studi Sistem Informasi, Universitas Atma Jaya Yogyakarta
Flourensia Sapty Rahayu Program Studi Sistem Informasi, Universitas Atma Jaya Yogyakarta
Kristina Wulandari Program Studi Sistem Informasi, Universitas Atma Jaya Yogyakarta

DOI:

https://doi.org/10.24002/prosidingkonstelasi.v3i1.13325

Keywords:

flash sale, TikTok Shop, pembelian impulsif, SOR model, PLS-SEM

Abstract

Perkembangan e-commerce berbasis media sosial telah mendorong munculnya TikTok Shop yang menawarkan fitur flash sale untuk menciptakan urgensi dan mendorong perilaku pembelian impulsif. Penelitian ini bertujuan untuk menganalisis pengaruh flash sale terhadap perilaku impulsif pengguna dengan pendekatan model Stimulus-Organism-Response (SOR). Tujuh variabel stimulus yang diteliti adalah Limited Quantity Scarcity, Limited Time Scarcity, Information, Visuality, Product Price, Ease of Payment, dan Recommendation Algorithm, yang memengaruhi sikap terhadap Attitude Towards Flash Sale, dan selanjutnya berdampak pada Impulsive Buying. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 150 responden yang pernah berbelanja melalui fitur flash sale di TikTok Shop. Analisis data dilakukan dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Limited Time Scarcity, Information, Visuality, Product Price, dan Recommendation Algorithm berpengaruh positif signifikan terhadap sikap terhadap Attitude Towards Flash Sale. Namun, Limited Quantity Scarcity dan Ease of Payment tidak berpengaruh signifikan. Selain itu, Attitude Towards Flash Sale terbukti berpengaruh positif signifikan terhadap Impulsive Buying. Temuan ini menunjukkan bahwa strategi flash sale efektif dalam membentuk sikap positif dan mendorong keputusan pembelian impulsif pengguna TikTok Shop.

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