The Effect Of Cashback and Flash Sale Promotional Programs On Impulsive Buying In The Shopee Marketplace : Study On Aerostreet Sneakers Products

Nabila Yasmin; Maulana Agung Putra; Diang Adistya

doi:10.63922/ijebir.v5i03.3561

Nabila Yasmin Lampung University's Department of Business Administration, Bandar Lampung, Indonesia
Maulana Agung Putra Lampung University's Department of Business Administration, Bandar Lampung, Indonesia
Diang Adistya Lampung University's Department of Business Administration, Bandar Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i03.3561

Keywords: Cashback, Flash Sale, Impulsive Buying, Sneakers Aerostreet.

Abstract

This study examines the effect of cashback and flash sale promotional programs on impulsive buying of Aerostreet sneakers in the Shopee marketplace. The rapid growth of e‑commerce in Indonesia has intensified the use of time‑limited promotions, which create perceived benefits and urgency, potentially triggering impulsive purchases. Using a quantitative approach, an online survey was administered to 100 respondents across Indonesia who had purchased Aerostreet sneakers on Shopee and utilized at least one promotional program. Multiple linear regression analysis with SPSS version 27 was employed. Results show that cashback positively and significantly affects impulsive buying (t = 2.487, p = 0.015), and flash sale also has a positive and significant effect (t = 3.499, p = 0.001), with flash sale being the more dominant predictor (β = 0.345 > 0.248). Simultaneously, both variables significantly explain impulsive buying (F = 9.931, p = 0.000), with R² = 0.237. The findings offer practical insights for e‑commerce managers and local brands to optimize promotional bundles that combine urgency with post‑purchase benefits.

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