Analysis of The Effect of Social Media Advertising and Website or Mobile Apps on Flash Sale Performance: Empirical Study in E-Commerce Indonesia

Many flash sales failed even though the promos offered are quite attractive. It could cause by a lack of flash sale information on social media, problems with the website / mobile apps system, and so on. The objective of this study is to analyze the factors that influence purchase intention in flash sale. The novelty of this paper are little empirical research discuss about flash sale and the direct effect ease of use website towards promotion attractiveness. This study is using PLS-SEM with SmartPLS. We collected 73 respondents who are live in Indonesia, actively Instagram users, actively shop online, and users of the TE website. In this study, It can be concluded that almost all hypothesis is accepted. These results contribute to our understanding of flash sale in e-commerce and provide empirical evidence for the importance using social media advertising in omni-channel, cloud computing, artificial intelligence (chatbot), and personalization ads