PENGARUH PROMOSI FLASH SALE DAN GAYA HIDUP BERBELANJA TERHADAP PEMBELIAN IMPULSIF DI SHOPEE (Studi Pada Pembeli Shopee di Indonesia)

This study investigates the influence of flash sale promotions and shopping lifestyle on impulsive buying behavior among Shopee customers in Indonesia. The research, conducted with 385 Shopee buyers, analyzes various aspects of their shopping habits and demographics. The findings reveal that the majority of respondents are female, indicating a higher presence of female Shopee buyers compared to males. The study also examines the age distribution of Shopee buyers, showing a significant proportion of younger buyers aged 18-22, indicating Shopee's success in catering to the needs and preferences of the younger generation. Additionally, the research delves into the income distribution of the respondents, highlighting the diverse income levels among Shopee buyers in Indonesia. The study concludes by suggesting that Shopee has effectively adapted to the needs and preferences of the Indonesian market, particularly among young buyers, through its promotional strategies and understanding of consumer behavior.