Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)

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The Influence of Shopee’s Flash Sale Promotion and “Free Shipping” Tagline on the Buying Interest of Young People in Sukabumi City

Authors
Ayu Novita Lestari1, *, Annisa Sulistiyani1, Vivi Anggraeni1, M. Andri Juniansyah1
1Management, Faculty of Business and Humanities, Universitas Nusa Putra, Sukabumi, Indonesia
*Corresponding author. Email: Ayu.novita_mn19@nusaputra.ac.id
Corresponding Author
Ayu Novita Lestari
Available Online 30 August 2023.
DOI
10.2991/978-94-6463-226-2_10How to use a DOI?
Keywords
Flash Sale; Tagline; Purchase Interest; E-Commerce
Abstract

The development of technology and communication, especially in internet technology, has changed world civilization very quickly, one of which is the interest in buying online shopping in the community which has led to the emergence of new e-commerce companies in Indonesia, including Shopee. The flash sale program and the “free shipping” tagline have made Shopee one of the most popular online shopping. Flash sale promotions and advertising messages in the form of free shipping slogans convey to consumers the impression that the offer is only valid once and thereby motivate consumers to make an online purchase. This study aims to determine whether sales on flash sale promotions and the tagline “free shipping” affect the buying interest of young people in Sukabumi City. The sampling technique used is a non-probability sampling technique using a sample of 100 respondents and using multiple regression analysis. The results of this survey show that flash sale promotions and the tagline “free shipping” have a significant effect of 51% on purchase intention.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 August 2023
ISBN
10.2991/978-94-6463-226-2_10
ISSN
2352-5428
DOI
10.2991/978-94-6463-226-2_10How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ayu Novita Lestari
AU  - Annisa Sulistiyani
AU  - Vivi Anggraeni
AU  - M. Andri Juniansyah
PY  - 2023
DA  - 2023/08/30
TI  - The Influence of Shopee’s Flash Sale Promotion and “Free Shipping” Tagline on the Buying Interest of Young People in Sukabumi City
BT  - Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)
PB  - Atlantis Press
SP  - 117
EP  - 124
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-226-2_10
DO  - 10.2991/978-94-6463-226-2_10
ID  - Lestari2023
ER  -