Pengaruh Flash sale, Cashback, dan Diskon terhadap Impulse buying pada Produk Fashion di Shopee

This research aims to determine the effects of Flash sales, Cashbacks, and Discounts on Impulse buying. Data collection was conducted using a questionnaire with a 4-category Likert scale. The study sampled 100 respondents from the community in Kebumen Regency. The sampling technique used was non-probability sampling with purposive sampling method. The data analysis used included validity and reliability instrument tests, classical assumption tests, multiple regression analysis, and hypothesis testing. Data processing was assisted by SPSS for Windows version 31. The results showed that Flash sales and Cashbacks have a positive and significant effect on impulse buying, while Discounts did not have a significant effect on Impulse buying. Flash sales, Cashbacks, and Discounts simultaneously have a positive and significant effect on impulse buying for fashion products on Shopee.
Keywords: Flash sale, Cashback, Discount, Impulse buying