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The IMPACT OF FLASH SALES AND DISCOUNT PROGRAMS ON IMPULSIVE BUYING: THE MEDIATING ROLE OF POSITIVE EMOTIONS IN SHOPEE’S MARKETPLACE IN JAMBI

english

Journal of Business Studies and Management Review · Vol. 8 No. 2 (2025) · hlm. 346–354

DOI
10.22437/jbsmr.v8i2.42095
ISSN
2597-6265, 2597-369X
Terbit
2025-06-30
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study aims to examine the influence of flash sales and discount programs on impulsive buying, with positive emotions as a mediating variable, in the Shopee marketplace in Jambi. A quantitative approach was employed, with data collected through questionnaires distributed to 96 Shopee users in Jambi. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results indicate that the flash sale program does not have a significant effect on impulsive buying or positive emotions. In contrast, discount programs significantly influence both impulsive buying and positive emotions. Additionally, positive emotions have a significant impact on impulsive buying. While flash sales do not indirectly affect impulsive buying through positive emotions, discount programs do. These findings suggest that discount-based promotional strategies are more effective in driving impulsive purchases than flash sales. This study provides valuable insights for e-commerce businesses in designing more effective marketing strategies to enhance consumer engagement and sales performance. Keywords: Flash Sale, discount, impulsive buying, positive emotions, marketplace Shopee.

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  • Universitas Jambi
  • Universitas Pembangunan Jaya
  • STIA Nusantara Sakti Sungai Penuh
  • Sunan Gunung Djati State Islamic University Bandung
  • Bandung Institute of Technology
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
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Rekan penulisOrganisasiArtikel bersama
Fitriaty FitriatyUniversitas Jambi7
Musnaini MusnainiUniversitas Jambi5
Sry RositaUniversitas Jambi5
Agus SolikhinUniversitas Jambi5
Syamsurijal TanUniversitas Jambi4
Maryati NingsihUniversitas Jambi4
Johannes JohannesUniversitas Jambi4
Ade OctaviaUniversitas Jambi4
Ahmad Nur Budi UtamaUniversitas Jambi3
Firmansyah FirmansyahUniversitas Jambi3
Novita SariUniversitas Jambi3
Hanan Laras SabrinaAfiliasi tidak diketahui3
Anggia Agustini SaputriUniversitas Jambi3
Zulfina AdrianiUniversitas Jambi3
Junaidi JunaidiUniversitas Jambi2
Asep MachpuddinUniversitas Jambi2
M. Syurya HidayatUniversitas Jambi2
Firmansyah FirmansyahUniversitas Jambi2
Tona Aurora LubisAfiliasi tidak diketahui2
Ida MasrianiUniversitas Jambi2
Zulkifli ZulkifliAfiliasi tidak diketahui2
Dalizanolo HuluUniversitas Pembangunan Jaya2
FitriatyUniversitas Jambi2
Vivi HerlinaSTIA Nusantara Sakti Sungai Penuh1
Hardiani HardianiUniversitas Jambi1
Ningsi TrilianahUniversitas Jambi1
Widyanti FitriUniversitas Jambi1
Andang FazriUniversitas Jambi1
Ratih KusumastutiUniversitas Jambi1
Sutan Adil HendraUniversitas Jambi1
Efi HerawatiUniversitas Jambi1
Iskandar IskandarSunan Gunung Djati State Islamic University Bandung1
Asep MachpudinUniversitas Jambi1
Firmansyah FirmansyahBandung Institute of Technology1
S SumarniUniversitas Jambi1
Yayuk SriayudhaUniversitas Jambi1
Johannes SimatupangUniversitas Jambi1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">The IMPACT OF FLASH SALES AND DISCOUNT PROGRAMS ON IMPULSIVE BUYING: THE MEDIATING ROLE OF POSITIVE EMOTIONS IN SHOPEE’S MARKETPLACE IN JAMBI</dc:title>
	<dc:title xml:lang="id">english</dc:title>
	<dc:creator xml:lang="en">Yuliarnita</dc:creator>
	<dc:creator xml:lang="en">Syahmardi Yacob</dc:creator>
	<dc:creator xml:lang="en">Tona Aurora Lubis</dc:creator>
	<dc:subject xml:lang="en">Flash Sale</dc:subject>
	<dc:subject xml:lang="en">Discount </dc:subject>
	<dc:subject xml:lang="en">Impulsive Buying</dc:subject>
	<dc:subject xml:lang="en">Positive emotions</dc:subject>
	<dc:subject xml:lang="en">Marketplace Shopee</dc:subject>
	<dc:description xml:lang="en">This study aims to examine the influence of flash sales and discount programs on impulsive buying, with positive emotions as a mediating variable, in the Shopee marketplace in Jambi. A quantitative approach was employed, with data collected through questionnaires distributed to 96 Shopee users in Jambi. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results indicate that the flash sale program does not have a significant effect on impulsive buying or positive emotions. In contrast, discount programs significantly influence both impulsive buying and positive emotions. Additionally, positive emotions have a significant impact on impulsive buying. While flash sales do not indirectly affect impulsive buying through positive emotions, discount programs do. These findings suggest that discount-based promotional strategies are more effective in driving impulsive purchases than flash sales. This study provides valuable insights for e-commerce businesses in designing more effective marketing strategies to enhance consumer engagement and sales performance.
Keywords: Flash Sale, discount, impulsive buying, positive emotions, marketplace Shopee.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/42095</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v8i2.42095</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025; 346-354</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/42095/21940</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Yuliarnita, Syahmardi Yacob, Tona Aurora Lubis</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>