The Dynamics of Social Commerce: The Effect of Live Shopping Flash Sale Interactivity on Spontaneous Purchase Decisions
DOI:
https://doi.org/10.26858/brain.v3i2.77Keywords:
Flash Sale, Impulsive Buying, TikTok Shop, FocallureAbstract
The development of digital commerce through TikTok Shop has encouraged the use of Flash Sale promotional strategies that offer products at low prices for a limited time and in limited quantities, potentially triggering spontaneous purchases. This study aims to analyze the effect of Flash Sale on Impulsive Buying among consumers of Focallure products on TikTok Shop. The study employed a quantitative approach using an explanatory research method. Data were collected through questionnaires from 100 respondents selected using purposive sampling and analyzed using IBM SPSS 32. The data analysis included validity, reliability, normality, simple linear regression, coefficient of determination, and t-test. The results show that consumers' perceptions of Flash Sale were categorized as very high, with a percentage of 85.20%, while Impulsive Buying reached 86.12%. The regression results indicate that Flash Sale has a positive and significant effect on Impulsive Buying, with a regression coefficient of 0.585, a t-value of 9.040, and a significance level of <0.001. The coefficient of determination of 0.455 indicates that Flash Sale explains 45.5% of the variance in Impulsive Buying, while the remaining 54.5% is influenced by other factors outside the research model. These findings indicate that the Flash Sale mechanism serves as a promotional stimulus that can encourage impulsive purchases among Focallure consumers on TikTok Shop.
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