Pengaruh Live Streaming Marketing dan Flash Sale terhadap Impulsive Buying Produk Monexo pada Pengguna Shopee di Surabaya

Penelitian ini bertujuan menganalisis pengaruh live streaming marketing dan flash sale terhadap impulsive buying produk Monexo di Shopee. Latar belakang penelitian ini adalah meningkatnya persaingan e-commerce yang menuntut pemanfaatan strategi promosi taktis dan interaktif guna menstimulasi keputusan pembelian spontan secara cepat. Penelitian menggunakan pendekatan kuantitatif dengan metode survey melalui penyebaran kuesioner dan wawancara. Populasi adalah konsumen yang pernah membeli produk Monexo di Shopee. Teknik purposive sampling digunakan untuk menentukan sampel sebesar 135 responden yang berbasis di Kota Surabaya. Data dikumpulkan melalui Google Form dan dianalisis dengan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial, live streaming marketing berpengaruh positif dan signifikan terhadap impulsive buying. Sementara itu, variabel flash sale secara parsial tidak berpengaruh signifikan terhadap impulsive buying. Temuan pada penelitian ini adalah Monexo perlu mengoptimalkan transparansi visual dan interaktivitas tayangan live streaming, serta mengombinasikan peluncuran program diskon waktu terbatas (flash sale) secara eksklusif di dalam sesi siaran langsung guna mendorong efektivitas pembelian spontan konsumen.

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This study aims to analyze the influence of live streaming marketing and flash sales on impulsive buying of Monexo products on Shopee. The study was motivated by intensifying e-commerce competition, which necessitates the use of tactical and interactive promotional strategies to rapidly stimulate spontaneous purchasing decisions. A quantitative approach was employed, utilizing a survey method involving questionnaires and interviews. The study population consisted of consumers who had previously purchased Monexo products on Shopee. Purposive sampling was used to select a sample of 135 respondents based in Surabaya. Data were collected via Google Forms and analyzed using multiple linear regression. The results indicated that live streaming marketing has a positive and significant partial effect on impulsive buying. Conversely, the flash sale variable does not have a significant partial effect on impulsive buying. The study concluded that Monexo needs to optimize the visual transparency and interactivity of its live streaming broadcasts and combine the launch of flash sale exclusively within live sessions to effectively drive spontaneous consumer purchases.