pengaruh serendipitous information, scarcity, discounted price, dan perceived enjoyment terhadap urge to buy impulsively dan impulsive buy behavior pada flash sale shopee (telaah pada flash sale shopee di indonesia)

The development of the internet currently supports the rapidly growing online business in Indonesia, as evidenced by the number and growth of e-commerce transactions that continue to rise to reach USD 144.1 trillion in 2018. The data is made an opportunity for online businesspeople like Shopee. Shopee which is a Singapore-based e-commerce managed to attract people with various promos that offer, one of the promotional strategy of Shopee is Flash Sale. Flash Sale Shopee presents a variety of high discounts with limited time and quantity for its customers. Therefore, this study was proposed to find out whether flash sale affects consumers to shop impulse. This is seen based on the stimuli given during the flash sale program such as serendipitous information, scarcity message, discounted price, which trigger perceived enjoyment, urge to buy impulsively, and impulsive buy behavior on Shopee flash sale. The theoretical model in this study was delivered with 8 hypotheses to be tested using Structural Equation Model (SEM). The sample in this study amounted to 146 respondents, who have Shopee account, know the Flash Sale Shopee program, and have ever made a purchase when Flash Sale Shopee which has the age range 18-47 years and located in Jabodetabek area. This research uses descriptive research design with non-probability sampling method and using judgmental sampling. The results show that serendipitous information, scarcity message, and discounted price have positive effect on perceived enjoyment in Shopee Flash Sale program. Then serendipitous information, and scarcity message positively influence urge to buy impulsively, but the discounted price is not found to have influence with urge to buy impulsively. And last urge to buy impulsively positive effect on impulsive buy behavior on Shopee Flash Sale program