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