PENGARUH FLASH SALE, CASHBACK, GRATIS ONGKOS KIRIM TERHADAP IMPULSE BUYING MELALUI EMOSI POSITIF PENGGUNA SHOPEE KABUPATEN KEBUMEN

This study aims to analyze the effect of flash sale, cashback, and free shipping on impulse buying, with positive emotion as a mediating variable among Shopee users in Kebumen Regency. A quantitative approach with a survey method was employed. Data were collected through an online questionnaire from 105 active Shopee users. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results show that flash sale and free shipping significantly influence both positive emotion and impulse buying. Positive emotion also has a significant effect on impulse buying and mediates the relationship between flash sale and free shipping on impulse buying. However, cashback does not significantly affect either positive emotion or impulse buying, and positive emotion does not mediate this relationship. These findings highlight the importance of urgency- and convenience-based promotional strategies in shaping impulsive buying behavior and emphasize the role of positive emotion as a psychological mechanism in consumer decision-making processes.