Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh promosi flash sale dan cashback terhadap perilaku impulsive buying dengan motivasi hedonis sebagai variabel mediasi pada pengguna aplikasi shopee di kota banda aceh. pendekatan penelitian yang digunakan adalah kuantitatif dengan sampel sebanyak 190 responden yang dipilih melalui metode purposive sampling. analisis data dilakukan menggunakan metode partial least squares structural equation modeling (plssem) dengan perangkat lunak smartpls 4.0. hasil pengujian membuktikan bahwa flash sale dan cashback berpengaruh positif namun tidak signifikan secara langsung terhadap perilaku impulsive buying. sebaliknya, flash sale dan cashback terbukti memiliki pengaruh positif dan signifikan dalam memicu bangkitnya motivasi hedonis. selanjutnya, motivasi hedonis terbukti berpengaruh positif dan signifikan terhadap impulsive buying. pada pengujian efek mediasi, motivasi hedonis berperan sebagai mediator secara penuh (full mediation) terhadap pengaruh flash sale maupun cashback ke arah impulsive buying. kesimpulannya, konsumen membutuhkan pemicu emosional untuk meruntuhkan pertimbangan rasional sebelum melakukan pembelian spontan. oleh karena itu, platform e-commerce dan pelaku usaha direkomendasikan mengoptimalkan strategi promosi interaktif yang memicu emosi positif, sementara mahasiswa diharapkan meningkatkan literasi keuangan guna mencegah masalah finansial akibat perilaku konsumtif yang tak terencana. kata kunci: flash sale, cashback, motivasi hedonis, impulsive buying, shopee

ABSTRACT This study aims to analyze the effect of flash sales and cashback promotions on impulsive buying behavior, with hedonic motivation as a mediating variable among Shopee app users in Banda Aceh City. The research approach used was quantitative, with a sample of 190 respondents selected through a purposive sampling method. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4.0 software. The test results proved that flash sales and cashback had a positive but not significant direct effect on impulsive buying behavior. Conversely, flash sales and cashback were proven to have a positive and significant effect in triggering the rise of hedonic motivation. Furthermore, hedonic motivation was proven to have a positive and significant effect on impulsive buying. In testing the mediation effect, hedonic motivation acted as a full mediator of the influence of flash sales and cashback on impulsive buying. In conclusion, consumers need emotional triggers to undermine rational considerations before making spontaneous purchases. Therefore, ecommerce platforms and business actors are recommended to optimize interactive promotional strategies that trigger positive emotions, while students are expected to improve their financial literacy to prevent financial problems resulting from unplanned consumer behavior. Keywords: Flash sale, Cashback, Hedonic Motivation, Impulsive buying, Shopee