IMPULSE BUYING BEHAVIOR OF SHEIN PRODUCTS IN INDONESIAN WORKERS IN JAPAN: AN OVERVIEW OF FLASH SALES AND DISCOUNTS
DOI:
https://doi.org/10.31000/21z23281Abstract
The ease of enjoying fashion products through online channels presented by the development of e-commerce along with digital promotions such as flash sales and discounts actually triggers unplanned purchases, so this study is intended to measure the impact of flash sales and discounts on impulse buying behavior of SHEIN products in Indonesian workers in Japan, both partially and simultaneously. A causal associative design with a quantitative approach was applied in this study, where data were collected through online questionnaires from 60 Indonesian workers in Japan who were determined using purposive sampling and then processed using multiple linear regression, t-test, F test, along with determination coefficients. The results of the study show that flash sales have a positive but meaningless impact on impulse buying, while discounts have a positive and significant impact, and simultaneously both have a positive and significant impact with an R Square value of 0.488 which indicates that both variables are able to explain 48.8% of impulse buying variations while 51.2% are influenced by other factors outside the model, so these findings confirm that digital promotion plays a role in spontaneous buying behavior with discounts being one of the stronger factors driving impulse buying in the study respondents.
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