The Impact of Flash Sale, Free Shipping, and Payment Convenience on Impulse Buying Behavior among Marketplace Consumers in the Special Region of Yogyakarta

Abstract

This study aims to identify the factors that influence consumers' impulsive purchases on marketplaces in Special Region of Yogyakarta, focusing on the variables of flash sale, free shipping, and ease of payment. The employed sampling approach was non-probability sampling utilizing a purposive strategy, whereby sample selection was predicated on established criteria. The study's criteria for respondents included users of marketplace platforms in Indonesia who actively engage in purchases and had previously utilized flash sale, free shipping, and digital payment methods in their transactions. The precise population size for this study remains undetermined. However, the optimal sample size was approximated to be 260 respondents based on 26 indicators. Multiple regression analysis served as the analytical instrument. The study's findings indicate that impulse purchasing is substantially and positively influenced by flash sale, while free shipping and ease of payment do not significantly affect impulse purchasing. Additionally, the combined effect of flash sale, free shipping, and ease of payment is significant on impulse purchasing.