Pengaruh Flash Sale Terhadap Impulse Buying Pada Pengguna Aplikasi Shopee Di Kota Palu

This study aims to determine and analyze the effect of flash sales which includes
discounts, free shipping / free returns, cashback, different days for different
categories of products simultaneously, and partially on impulse buying among
Shopee application users in Palu City. This type of research is comparative causal.
The population of this research is the people of Palu City who use the Shopee
application as a medium for online shopping. The sampling technique used in this
study was purposive sampling with a total of 50 respondents. The data collection
technique used was a questionnaire, which was then processed using SPSS version
25. The scale used in this study was a Likert scale with data analysis using multiple
linear regression. The results showed that flash sales which include discounts, free
shipping / free returns, cashback, and different days for different categories of
products both simultaneously and partially have a significant effect on impulse
buying among Shopee application users in Palu City.