The Influence of Discounts, Free Shipping, and Flash Sales on Impulse Buying Behavior of Online Shop Consumers at Madame Na
DOI:
10.51601/ijersc.v7i4.1062Published:
2026-08-21Downloads
Abstract
This study aims to examine the effect of discounts, free shipping, and flash sales on impulse buying behavior among Madame NA Online Shop consumers, motivated by the existence of a research gap from previous studies that mostly focused on large-scale e-commerce. The research method uses a causal associative quantitative approach with a sample of 97 respondents taken through accidental sampling technique using the Lemeshow formula. Data were collected through a Likert-scale questionnaire and analyzed by multiple linear regression assisted by SPSS. The results of the study partially show that discounts (t = 3.874; Sig. = 0.000), free shipping (t = 3.817; Sig. = 0.000), and flash sales (t = 2.400; Sig. = 0.018) each have a positive and significant effect on impulse buying behavior. Simultaneously, the three variables also have a significant effect (F = 70.585; Sig. = 0.000). The coefficient of determination (R²) value of 0.695 indicates that 69.5% of the variation in impulse buying behavior can be explained by discounts, free shipping, and flash sales, while the remaining 30.5% is influenced by other factors outside the model. In conclusion, increasing discount, free shipping, and flash sale strategies can significantly encourage consumer impulse buying at the Madame NA Online Shop.
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