The Effect of Discounts and Flash Sales on Consumers^ Financial Decision-Making in Online Shopping
Beatris Sudamara, Risma Ramadani, Nurul Magfirah, Nur Ramadhani Eka Putri, Muhammad Yunus Kasim, Fera

Faculty of Economics and Business, Tadulako University

Abstract

The development of e-commerce has encouraged the emergence of various digital marketing strategies, including discounting and organizing flash sales, aimed at increasing consumer interest and purchasing decisions. This study aims to analyze the influence of discounts and flash sales on online shopping behavior, especially impulsive buying tendencies, value perceptions, and purchase decisions. Using a quantitative approach through a survey of active users of online shopping platforms, this study found that discounts have a significant influence on shaping value perceptions and encouraging purchase intent. Meanwhile, flash sales have been shown to be more powerful in triggering impulse buying behavior due to their limited nature of time and quantity. The combination of these two strategies simultaneously increases the urgency of purchases and reduces the rational considerations of consumers. These findings show that urgency-based marketing tactics and economic value play an important role in shaping online shopping behavior, and can be the basis for developing more effective e-commerce promotion strategies.

Keywords: Discount, Flash Sale, Financial Decision-Making, Online Shopping

Topic: Marketing and Digital Marketing