Pengaruh Live Streaming, Flash Sale, dan Free Ongkir di Shopee terhadap Impulse Buying dengan Hedonic Motivation sebagai Variabel Intervening

Dewi Aulia Fitri; Rofiqoh Ferawati; Firman Syah Noor

doi:10.35896/jse.v7i1.1372

Dewi Aulia Fitri UIN Sulthan Thaha Saifuddin Jambi
Rofiqoh Ferawati UIN Sulthan Thaha Saifuddin Jambi
Firman Syah Noor UIN Sulthan Thaha Saifuddin Jambi

DOI: https://doi.org/10.35896/jse.v7i1.1372

Keywords: live streaming, flash sale, free shipping, hedonic motivation, impulse buying, Shopee.

Abstract

This study aims to determine how the development of e-commerce in Indonesia has changed consumer behavior in conducting online shopping transactions. Various digital marketing strategies, such as live streaming, flash sales, and free shipping, are utilized by the Shopee platform to attract consumer interest and increase spontaneous purchases (impulse buying). This study aims to analyze the effect of live streaming, flash sales, and free shipping on impulse buying with hedonic motivation as an intervening variable on Shopee users in Muaro Jambi Regency. The study uses a quantitative approach with an explanatory research type. The sampling technique uses purposive sampling of Shopee users who meet the research criteria. Data were collected through questionnaires using a five-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the help of SmartPLS 4.0. Based on the theoretical study and the conceptual model developed, live streaming, flash sales, and free shipping are positioned as stimuli that can increase hedonic motivation as a psychological condition of consumers, which in turn encourages the formation of impulse buying. This research provides a theoretical contribution in strengthening the application of Stimulus–Organism–Response (S-O-R) Theory in the context of digital marketing and clarifies the role of hedonic motivation as an intervening variable in the relationship between digital promotional strategies and impulsive buying behavior. Practically, the research results are expected to provide input for e-commerce players in designing more effective promotional strategies to improve consumer shopping experiences and purchasing decisions.

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