JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)

Vol. 6 No. 3, 2022

THE INFLUENCES OF FLASH SALE PROMOTION ON

SHOPPING ENJOYMENT AND IMPULSE BUYING OF SHOPEE
CONSUMERS INDONESIA
Intan Nur Azizah1; Indrawati2
Universitas Telkom, Bandung1,2
Email : [email protected]; [email protected]
ABSTRACT
In Indonesia, there is rivalry in e-commerce from not just domestic but also from
a number of foreign businesses who promote their goods there. With their Flash Sale
offer, Shopee Indonesia distinguishes themselves from the competition. There is no
research on the characteristics of flash sales with perceived values and products
involve and their implications on online shopping enjoyment and impulse buying.
Research on flash sales often examines system faults and their effects on consumer
purchases. This study aims to determine how flash sale aspects, such as the products
they contain and the perceived values they represent, affect attitudes about them as well
as how they affect consumers' enjoyment of online shopping and impulse buying. The
study was conducted on flash sale users in Shopee consumers in Indonesia. On this
research, data was from 275 respondents through a google form link that was spread
using social media such as Whatsapp & Instagram. Data analysis is done through
structural equation modelling using the Smart PLS 3 program. Based on the results,
there are significant factors influencing the flash sale promotion. Product Involve and
Perceived Values has a positive significant influence on Attitude toward Flash Sale.
Attitude toward Flash Sale has a significant influence on Shopping Enjoyment and
Impulse Buying. This research has implications for e-commerce management to
maintain the characteristics of flash sale. The recommendation for further research is to
research with other object with the same variables and in different times with up-to-date
experts.
Keywords : Flash Sale; Perceived Values; Product Involvement; Shopping Enjoyment;
Impulsive Buying
ABSTRAK
Persaingan e-commerce di Indonesia tidak hanya berprogres pada perusahaan
lokal, tetapi juga beberapa perusahaan internasional yang menjual produknya di dalam
negeri. Shopee Indonesia membedakan dirinya dari kompetitor lain dengan promosi
flash sale. Studi tentang penjualan kilat di jurnal lain umumnya membahas kegagalan
sistem dan dampaknya terhadap pembelian konsumen, tetapi perbedaan antara
karakteristik penjualan kilat dengan nilai yang dirasakan dan partisipasi produk dan
kegembiraan belanja online dan pengaruhnya terhadap pembelian impulsif. Tujuan
dari makalah penelitian ini adalah untuk mengetahui pengaruh karakteristik flash sale,
yaitu keterlibatan produk dan nilai yang dirasakan, pada sikap terhadap flash sale dan
pada kesenangan belanja online dan pembelian impulsif. Survei dilakukan terhadap
konsumen Shopee yang menggunakan flash sale di Indonesia. Berdasarkan hasil
penelitian, terdapat faktor-faktor penting yang mempengaruhi promosi flash sale.
Keterlibatan produk dan nilai yang dirasakan memiliki dampak positif yang besar pada
sikap flash sale, yang berdampak besar pada kenikmatan berbelanja dan pembelian

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impulsif. Investigasi ini berarti manajemen Shopee akan menyimpan properti flash sale
tersebut. Usulan untuk penelitian lebih lanjut adalah penelitian oleh para ahli modern
dan pada objek lain dengan variabel yang sama dan waktu yang berbeda.
Kata Kunci : Flash sale; Perceived Values; Product Involvement; shopping enjoyment;
impulsive buying

INTRODUCTION
The existence of technology in the modern period has changed how people live
their lives. The operation of a business and human lifestyle are also impacted by
increasingly complex technology, particularly in the area of consumptive behavior.
Nowadays, consumers would rather make purchases through a functional online system
than in-person. As a result, more and more people are choosing to shop online.
Currently, there are many strategies implemented by e-commerce in Indonesia to
become the best choice for consumers to shop online, one of which is the Flash Sale
promotion conducted by Shopee. This flash sale promotion is closely related to time
limit, where time limit usually acts as a subjective urgency and anxiety that will be felt
by customers (time pressure). According to Peng et al., (2019) Time limits are one of
the causes of assumed time pressure, but in the context of customer purchasing
decisions, time limits do not always result in time pressure. According to Vannisa et al.,
(2020) Limited-time promotions are more effective than time-free promotions because
they reduce the likelihood that subjects will continue to seek better agreements. Flash
Sale promotions make many consumers do impulse purchases. Some of consumers who
were initially not interested in buying a product will still bought the product in a Flash
sale session after knowing what the product involve and matching it to their perceived
values and enjoys it that refers to shopping enjoyment.
In terms of Business, Shopee takes advantage of the opportunity to maximize
sales by providing a secure platform for both buyers and sellers. With this flash sale
promotion, Shopee wants to show its seriousness in supporting buyers to advertise their
products (product involvement) and also to sellers to trigger impulse purchases or
shopping Enjoyment. In terms of knowledge, this flash sale promotion phenomenon that
relates time limit strategies when shopping is very useful to be learn and giving a new
experiences to the consumer by adding new variables such as perceived values and
product involvement. Knowing the factors that affect attitudes about flash sales is
crucial, and the author's review indicates that no research have yet been done looking at

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the effects of product involvement and perceived value on consumer attitudes toward
flash sales. The study focused on Shopee customers in Indonesia who participated in
flash sales.Data was taken from 275 respondents through a google form link that was
spread using social media such as Whatsapp & Instagram. Data analysis is done through
structural equation modelling using the Smart PLS 3.
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
Marketing
Kotler & Keller (2016) claim that the market is a group of buyers and sellers
who deal in a specific product or product group (housing market or foodstuffs). Kotler
& Keller (2016) assert that marketing is a social process by which individuals and
communities can satisfy their wants and requirements by creating, offering, and freely
exchanging valuable items. Numerous activities are involved in marketing. An
organization or business can choose which target market segment to cater to first.
Sales Promotion
Kotler & Keller (2016) state that a variety of incentive techniques are used in
sales promotion, the most of which are temporary and are designed to persuade
consumers or businesses to buy a certain commodity or service more quickly and/or in
larger quantities. Masa'deh et al. (2018) state that The effectiveness of the promotional
mix is assessed based on the volume of communications and sales that can be
discovered through sale reports, in-person observations, surveys, or data from
distribution sources. Supported by Fred R & Forest R (2017), The effectiveness of
various sales tools for consumer and industrial products varies.
E-Commerce
Electronic commerce (E-commerce) is a type of digital business that is more
focused. All electronically mediated information exchanges between an organization
and its external stakeholders are considered e-commerce (Chaffey & Chadwick, 2016).
"A Web site is used to transact or assist the selling of products and services online in e-
commerce." (Kotler & Keller, 2016). According to Laudon (2017) E-Commerce is the
use of the internet and the online to conduct business. Digitally facilitated business
interactions between organizations and individuals, in a more formal sense. "E-
distinctive commerce's characteristics offer numerous new marketing and selling

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opportunities – a powerful set of interactive, personalized, and rich messages are

available for distribution to segmented, targeted audiences." (Laudon, 2017).
Business-to-Consumer (B2C)
Business interactions between businesses and consumers are referred to as B2C
an organization and customers, according to Chaffey & Chadwick (2016). The B2B
service might need to rely on advertising from B2B transactions to be viable. 2016
(Chaffey & Chadwick). B2C is a word used to describe selling products and services
directly to the people who will utilize them in the end. Businesses that conduct direct
commerce with customers are known as B2C businesses. (Kenton, 2019).
Online Flash sale and Time Pressure
A flash sale involves a defined limit, like a time or quantity limit, and different
sorts of limits have distinct promotional strategies. A temporal limit is primarily meant
to improve consumers' readiness to buy, whereas a quantitative limit frequently
encourages consumers to regard a product as exceedingly uncommon, increasing their
competitive purchase mentality. (Peng et al., 2019)
Consumer Perceived Values
The difference between a prospect's assessment of all the advantages and
disadvantages of an offer and the perceived alternative is known as customer perceived
value, or CPV. Total customer benefit is the estimated dollar amount of a variety of
economic, practical (functional), and psychological advantages that consumers
anticipate from a certain market offering as a result of its goods, services, personnel,
and reputation. Consumer perceived value may be a pervasive shopping-related impact
that permeates all facets of consumption for many people, according to Walsh et al.
(2014). Aspects of economic values include price value, which also describes how
satisfactory a product is in relation to the cost, time, or effort required to obtain it.
According to Peng et al. (2019), a functional value of a product or service's quality,
design, durability, appearance, and safety constitutes the major motivation for purchase.
According to Walsh et al. (2014) Emotional value refers to a psychological needs of
consumers and the utility they derive from the feelings or affective states that a product
generates.
Product Involve

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Product Involve, according to Schiffman & Wisenblit (2015), represents the

degree of personal relevance a product has for its users. In the example, marketers
categorize consumers into 3 groups based on their differing "background or history"
with wine. Researchers discovered substantial disparities between these groups in terms
of wine brand knowledge and wine purchases.According to Kotler & Keller (2016)
Only consumers who have higher incomes and a greater stake in the product are willing
to spend more for features, customer service, quality, additional convenience, and brand
recognition. Product involvement, as defined by Peng et al. (2019), is the connection
between a consumer's perception of the product and their internal desires, values, and
interests. This relationship reveals the consumer's emphasis on the product or its
relevance for that particular person. Individual consumer views of the importance and
danger of the product vary depending on personal circumstances.
Consumer Attitudes
According to Schiffman & Wisenblit (2015), Consumer attitude is defined as a
consumer's conduct when searching for, purchasing, using, evaluating, and spending
things that they believe will meet their needs. Consumer attitudes, according to the
above definition, are emotional actions displayed by customers when searching for,
purchasing, using, assessing, and spending products or services that may or may not be
useful to them. Attitudes can push consumers towards or away from a certain behavior.
(Schiffman & Wisenblit, 2015)
Shopping Enjoyment
Shopping has been described as a joyful, enjoyable activity that causes
sensations of "Joy," according to Hart et al. (2011). The pleasure experienced while
shopping is referred to as shopping enjoyment.. Shopping enjoyment, as described by
Beatty & Ferrell (2002), is the pleasure one has while shopping. Given that a customer
may prefer particular environments for purchasing over others. Shopping has been
linked to enjoyment in and of itself (Dennis, 2005).
Impulse Buying
According to Utami (2018), Impulsive buying is defined as a purchase made
when a consumer sees a product or brand that appeals to them. According to Indrawati
(2021), when making online purchases, not all buyers act rationally and logically,
implying that the phenomena of impulse buying exists in e-commerce. According to

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Sharma et al. (2010), Impulse buying relates to high emotional activation, low cognitive
control, and spontaneous behavior in the proximity of an appealing object of attraction.
Verhargen & Dolen (2011) state that impulse purchasing is characterized by two key
factors. First, there is no cognitive deliberation or planning involved in the process.
While shopping, the process is started by product interactions and doesn't result in the
development of cognitively structured attitudes or goals. Second, the impulse purchase
process is dominated by emotions. Impulsive purchasing does not limit information
processing, but emotions are a crucial part of it.
Hypothesis
Therefore, the hypothesis built for this research are conducted as below:
�1 : Product Involvement has a positive significant influence on consumer attitude
towrd Flash Sale Promotion.
�2 : Perceived Values has a positive significant influence on consumer attitude
towards Flash Sale Promotion
�3 : Attitude toward Flash Sale has a positive relationship with Shopping
Enjoyment
�4 : Attitude toward Flash Sale has a positive relationship with Impulse Buying
�5 : Attitude toward Flash Sale moderates the relationship between Product Involve
and Shopping Enjoyment
�6 : Attitude toward Flash Sale moderates the relationship between product Involve and
Impulse Buying
�7 : Attitude toward Flash Sale moderates the relationship between Perceived Values
and Shopping Enjoyment
�8 : Attitude toward Flash Sale moderates the relationship between Perceived Values
and Impulse Buying
RESEARCH METHODOLOGY
Method is a method of work that can be used to obtain something. While the
research method can be interpreted as a work procedure in the research process, both in
searching for data or disclosing existing phenomena (Zulkarnaen, W., Amin, N. N.,
2018).
Research Design

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This study employed non-probability sampling techniques. Not every member of

the population has an equal chance of being picked as a sample when non-probability
sampling is used. Questionnaires are how this research is conducted. The data collection
methods of this research are through online (Google Forms) towards 275 respondents.
This research were collected the data collection process started in 10th march of 2022 –
24th march of 2022.
Structural Equation Modelling (SEM)
Covariance-based matrix structural equation modeling (CB-SEM) and variance-
based matrix structural equation modeling (VB-SEM) are the two forms of structural
equation models, respectively (Indrawati, 2015). This research conducting the VB-SEM
using statistical software, Smart PLS.
Partial Least Square (PLS)
Several stages that are described are used to conduct partial least square (PLS) in
this study utilizing the software SmartPLS (Indrawati, 2017). The steps are the
evaluation of the measuring model (testing the outer model), the evaluation of the
structural model (testing the inner model), and the evaluation of the impact of the
moderating variables.
Descriptive Analysis
Descriptive analysis is the fundamental transformation of data into a form that
describes fundamental characteristics including central tendency, distribution, and
variability. This study aims to look into how product involvement and perceived values
affect shopping pleasure and impulsive purchases during flash sales. This research uses
five-interval Likert Scale represents the frequency distribution as strongly disagree,
disagree, neutral, agree and strongly agree. Based on the independent variables, the
linear continuum analysis was used in this research to describe the respondent’s attitude
toward flash sale.
Goodness of Fit Test
The Goodness-of-Fit (GoF) metric measures how well a computed table or value
matrix matches a population- or predefined-table or matrix of the same size. (Zikmund
et al., 2013).
The equation of Gof is as this follows:

��� = ��� × �2 (1)

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Where:
��� = Average Variance Extracted

�2 = The �2 model
The GoF ranges from 0 to 1, with 0.1 indicating a low GoF, 0.25 a moderate GoF,
and 0.36 a high GoF.
RESULT AND DISCUSSION
Descriptive Analysis Result
Product Involve
The product Involve variable categorized as high on the sumps up of the
assessment. One out of five variables are categorized as Good, which is on the item,
namely P2 with the score is 81,16%. Items P2 also shows the lowest score, even though
it still categorized as high or good. The highest value is on the item P1, with the score is
91,93%. Which means the respondents agree that the product on the Flash Sale
promotion is important to them. (Table 1)
Perceived Values
The perceived values dimension is categorized as “Very Good” in the
assessment summary. Based on the Table 4.7, all the items categorized as “Very Good”.
The highest value is on the item PV1, with a score 88,5%. Which means, the
respondents are agree that they are saving money when they are shop on Shopee’s Flash
Sale. The lowest value is on the item EV2, with a score 84,6% but still classified as
“Very Good”. Respondents statements regarding the Perceived Values dimension got
an overall total score of 13149 and a total average score 87%. (Table 2)
Consumer Attitude toward Flash Sale (AFS)
The consumers attitude variable is categorized as “Very Good” in the
assessment summary. One of five items are categorized as “Good” and the rest is “Very
Good. Based on Table 4.7, all of the items are categorized as “Very Good” with the
highest percentage is on the item AFS 1 in a score 88,2%. Which means respondents are
agree that they like the offer on Flash Sale promotion. Meanwhile, the AFS5 item shows
the lowest value, with the score is 84% but still classified as “Good”. Item AFS 5
explain respondents are agree that browsing flash sale is like a recreation for them.
Respondents statements regarding the consumers attitude variable got an overall total
score 5898 and total average score of 86%. (Table 3)

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Shopping Enjoyment
According to the Table above, Shopping Enjoyment Variables are categorized as
good. The table shows that there is one item that indicate as “Good”. The item SE2 had
a lowest score and is equivalent to 82,9% although is still indicate as “Good. The item
SE3 had a highest score and is equivalent to 85,4%. This measures and described the
respondents agree that they are often open Shopee’s application even though they are
not buy anything. Respondents statements on the Shopping Enjoyment variable received
an overall total score of 5809 and a total average percentage of 84%. (Table 4)
Impulse Buying
According to the Table above, Impulse buying variables are categorized as
“Good”. It shows that all of the three items on Impulse Buying indicate as “Good”. The
IB2 items had a lowest score with 80%, where the IB3 had a highest score with 81%.
The IB3 shows that the respondents agree before visiting the Shopee application, they
usually don’t intend to make a purchase on a Flash Sale. Respondents statements on the
impulsive buying variable received an overall total score of 1110,3 with a total average
percentage of 81%. (Table 5)
Outer Model Tests
In this study, the processed result of measurement model testing is shown in
Figure. The purpose of measurement model testing is to evaluate the validity and
reliability of questionnaire items. This research conduct two test, which are the validity
and reliability test. (Figure 1)
Convergent Validity Test
According to Indrawati (2015), convergent validity is needed to measure the
accuracy of items of a construct towards the object being measured. To test the
convergent validity, there are two indicators called Factor Loading (FL) and Average
Variance Extracted (AVE). Indrawati (2015) stated, the FL Value can be used to
determine validity; if the FL value is more than 0.5, the item being tested is considered
as valid. the Average Variance Extracted (AVE) also can be used to determine the
convergent validity, AVE is valid if the value is greater than 0.5.
Based on table 6 we can concludes that in this study, all the items used are valid.
All item can be used in further analysis.
Discriminant Validity

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According to Indrawati (2015), variables are said to have discriminant validity if

their AVE square root is greater than the correlation between two variables in the model.
(Table 7)
The cross loading value shows the correlation value between each variable with
the items is greater compared to the value of other construct. Table 8 below presents the
cross-loading value that indicates a valid of discriminant validity.
Internal Consistency Reliability
Indrawati (2015) also stated that Cronbach’s Alpha (CA) is the most well-known
criterion for measuring internal consistency, composite reliability is an alternative to CA
that may be employed (CR). CA and CR which are recommended as benchmarks are
0,7.
The following Table 9 presents the value of CA and CR in this research. It can
be conclude that the questionnaire satisfies the Cronbach’s Alpha and Composite
Reliability criterion. As a result, the measurement model testing result in this study
indicates a good research measuring instrument.
Inner Model Test (Figure 2)
The path coefficient and t-value in this research are shown in the table below.
The path coefficient and t-value calculation results are shown in the Table 10.
A T-value more than 1.65 and a P-value less than 0.05 indicate a significant
relationship between the independent and dependent variables in this study, which
employs a significance level of 5% or 0.05. To determine the effect of mediation
between the independent variables and the dependent variables, Based on the data listed
in Table 10, it is explained that:
1. Attitude toward Flash sale has a positive relationship with Impulse Buying.
2. Attitude toward Flash Sale has a positive relationship with Shopping Enjoyment.
3. Perceived Value has a positive significant influence on Consumer’s attitude toward
flash sale.
4.Product Involve has a positive significant influence on Consumer’s attitude toward
Flash Sale.
5. Attitude toward Flash Sale moderates the relationship between Perceived Values and
Impulse Buying.

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6. Attitude toward Flash Sale moderates the relationship between Product Involve and
Impulse Buying.
7. Attitude toward Flash Sale moderates the relationship between Perceived Values and
Shopping Enjoyment.
8. Attitude toward Flash Sale moderates the relationship between Product Involve and
Shopping Enjoyment.
The inner model required to determine the R² for endogenous latent variables;
values of 0,67, 0,33, and 0,19 indicate a "Good," "Moderate," or "Weak" model.
Table of 11 above show that the calculation result of R Square in this research.
Attitudes has an R² Value of 0.675, this shows that consumers attitude can be explained
by the dimensions of Product Involve and Perceived Values (Independent Variables)
and indicate the model is “Good”.
Goodness Of Fit Test
Goodness of Fit Test is a metric for determining how well a model fits observed
or sample data; the higher the value, the better the model. The GOF equation is as
follows:
a. Repurchase Intention

��� = ��� � �2 (1)

= 0.7016 � 0.347 (2)
= 0.493 (3)
where: ��� = Average Variance Extracted
�2 = �2 Model
Based on the GoF calculation above, the result of GoF is 0,493 and this research
included in Large GoF category.
DISCUSSIONS
The influences of product Involve and Perceived Values on Attitude toward Flash
sale
The t-value and p-value support the hypothesis's finding that attitudes regarding
flash sales are positively and significantly influenced by product involvement and
perceived values. This claim is further confirmed by the R2 score for attitudes, which is
0.674 or 67.4%, and is classified as "Good," indicating that the independent variable has
an impact on the dependent variables.

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The influence of attitude toward Flash Sale on Impulse Buying

According to the above-mentioned t-value and p-value hypothesis, it appears
that Attitude toward flash sale marketing has a substantial beneficial impact. The impact
of impulse buying on attitudes regarding flash sales can therefore be seen, and this
assertion is also confirmed by the R2 value of impulse buying, which is 0.068 or 6.8%
even though it is deemed to be "weak."
The influence of attitude toward Flash Sale on Shopping Enjoyment
Based on the t-value and p-value on the previous hypothesis, it indicates
that Attitude toward flash sale promotion had a positive significant influence. As a
result, it also can be seen that Shopping Enjoyment have an impact on attitude toward
flash sale and supported by the R² value of Shopping enjoyment with a score 0,299 or
29,9%, although is also categorized as “weak”.
The influence of attitude toward flash sale mediated the relationship between
Product Involve, Perceived Values, Shopping enjoyment and Impulse Buying
According to the result of indirect effect calculation, it shows that attitude
toward flash sale mediates the relationship between Perceived Values and Shopping
Enjoyment. It can be seen from the greatest path coefficient value of Perceived values
with a score of 0,327 and t-value 5,147 where perceived values and shopping enjoyment
has a positive influence mediated by attitude toward flash sale. Followed by Product
Involve with greatest path coefficient value 0.083 and t-value of 2.656, it means that
Product Involve also has a positive influence mediated by attitude toward flash sale on
Shopping Enjoyment.
CONCLUSION
The following is the overall conclusion of the study and analysis conducted in
this research:
a. Based on the result of descriptive analysis described on previous chapter, it shows
that overall respondents agree with the statement on the questionnaire item in the
Product Involve variable and means that the Product Involve toward Shopee Flash
Sale is categorized as “Very Good.
b. Based on the result of descriptive analysis, overall respondents agreed with the
statement on the items in the Perceived Values dimension. This shows that Perceived
values on Shopee’s Flash sale promotion is in the “Very Good”.

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c. The overall respondents agree with Consumer Attitude toward Flash sale of the
item questionnaire statement variable according to descriptive analysis result. It
shows that the Attitude toward Flash Sale is categorized as “Very Good”.
d. Based on the results of descriptive analysis, overall respondents agreed with 5
statement on the item. It shows that the Shopping Enjoyment is categorized as “Very
Good”.
e. Based on the result of descriptive analysis, overall respondents stated that they agree
with the statements on the item in the Impulse Buying dimension. It shows that the
Impulse buying is categorized as “Good”.
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FIGURES AND TABLES

Figure 1. Research Framework

Source: Adapted from Cuong (2022)

Figure 2. Outer Model Test

Figure 3. Inner Model Test

Table 1. Product Involve

Item SD D N A SA Total Total Ideal Category
1 2 3 4 5 SCORE score
P1 P 1 3 14 70 187 275 1264 1375 Very
% 0,4 1,1 5,1 25,5 68 100% 91,93% Good
P2 P 3 15 24 154 79 275 1116 1375 Good
% 1,1 5,5 8,7 56 28,7 100% 81,16%
P3 P 3 2 13 110 147 275 1221 1375 Very

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% 1,1 6,5 10,9 32,7 48,7 100% 88,8% Good

P4 P 3 18 30 90 134 275 1159 1375 Very
% 1,1 6,5 10,9 32,7 48,7 100% 84,2% Good
P5 P 6 13 26 105 125 275 1155 1375 Very
% 2,2 4,7 9,5 38,2 45,5 100% 84% Good
Total Average Score 1183,3 Very
Total Average Percentage 86% Good
Overall Total Score 5915
Source: Processed Result

Table 2. Perceived Values

Item SD D N A SA Total Total score Ideal category
1 2 3 4 5 score
PV1 P 2 5 13 108 147 275 1218 1375 Very
% 0,7 1,8 4,7 39,3 53,5 100% 88,5% Good
PV2 P 2 4 11 137 121 275 1196 1375 Very
% 0,7 1,5 4 49,8 44 100% 86,9% Good
PV3 P 2 6 19 108 140 275 1203 1375 Very
% 0,7 2,2 6,9 39,3 50,9 100% 87,4% Good
FV1 P 1 4 26 111 133 275 1196 1375 Very
% 0,4 1,5 9,5 40,4 48,4 100% 86,9% Good
FV2 p 1 2 23 154 95 275 1165 1375 Very
% 0,4 0,7 8,3 56 34,7 100% 84,7% Good
FV3 p 1 1 20 127 126 275 1201 1375 Very
% 0,4 0,4 7,2 46,4 46 100% 87,3% Good
FV4 P 1 2 35 101 136 275 1194 1375 Very
% 0,4 0,7 12,7 36,7 49,5 100% 86,8% Good
EV1 P 3 4 15 116 137 275 1205 1375 Very
% 1,1 1,5 5,5 42,2 49,8 100% 87,6% Good
EV2 P 3 9 23 126 114 275 1164 1375 Very
% 1,1 3,3 8,4 45,8 41,5 100% 84,6% Good
EV3 P 3 6 11 124 131 275 1199 1375 Very
% 1,1 2,2 4 45,1 47,6 100% 87,2% Good
EV4 P 3 2 19 111 140 275 1208 1375 Very
% 1,1 0,7 6,9 40,4 50,9 100% 87,8% Good
Total Average Score 1195,3 Very
Total Average Percentage 87% Good
Overall total score 13149
Sources: Processed Result

Table 3. Consumer attitude toward Flash Sale

Item SD D N A SA Total Total Ideal category
1 2 3 4 5 Score score
AFS P 2 5 14 111 143 275 1213 1375 Very Good
1 % 0,7 1,8 5,1 40,4 52 100% 88,2%
AFS P 2 6 16 145 106 275 1172 1375 Very Good
2 % 0,7 2,2 5,8 52,7 38,5 100% 85,2%
AFS P 2 7 19 109 138 275 1199 1375 Very Good
3 % 0,7 2,5 6,9 39,6 50,2 100% 87,2%
AFS P 3 18 30 90 134 275 1159 1375 Very Good
4 % 1,1 6,5 10,9 32,7 48,7 100% 84,2%
AFS P 6 13 26 105 125 275 1155 1375 Good
5 % 2,2 4,7 9,5 38,2 45,5 100% 84%
Total Average Score 1179,6 Very Good
Total Average Percentage 86%

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Overall Total Score 5898

Source: Data Processed

Table 4. Shopping Enjoyment

Item SD D N A SA Total Total Score Ideal category
1 2 3 4 5 score
SE1 P 5 14 23 98 135 275 1169 1375 Very
% 1,8 5,1 8,4 35,6 49,1 100% 85% Good
SE2 P 5 16 20 127 107 275 1140 1375 Good
% 1,8 5,8 7,3 46,2 38,9 100% 82,9%
SE3 P 4 19 17 93 142 275 1175 1375 Very
% 1,5 6,9 6,2 33,8 51,6 100% 85,4% Good
SE4 P 4 15 25 105 126 275 1159 1375 Very
% 1,5 5,5 9,1 38,2 45,8 100% 84,2% Good
SE5 P 3 17 22 102 131 275 1166 1375 Very
% 1,1 6,2 8 37,1 47,6 100% 84,8% Good
Total Average Score 1452,2 Very
Total Average Percentage 84% Good
Overall Total Score 5809
Source: Data Processed

Table 5. Impulse Buying

Item SD D N A SA Total Total Ideal category
1 2 3 4 5 Score score

IB1 P 13 30 19 81 132 275 1114 1375 Good

% 4,7 10,9 6,9 29,5 48 100% 81%
IB2 P 11 36 16 88 124 275 1103 1375 Good
% 4 13,1 5,8 32 45,1 100% 80%
IB3 P 12 30 17 89 127 275 1114 1375 Good
% 4,4 10,9 6,2 32,4 46,2 100% 81%
Total Average Score 1110,3 Good
Total Average Percentage 81%
Overall Total Score 3331
Source: Data Processed

Table 6. Convergent Validity Test

Dimension Item Factor Loading AVE Conclusion
Product Involve PI1 0,821
PI2 0,828
PI3 0,763 0,691 VALID
PI4 0,866
PI5 0,873
Perceived Values PV1 0,722
PV2 0,715
PV3 0,590
FV1 0,708
FV2 0,728
FV3 0,549 0,506 VALID
FV4 0,717
EV1 0,706
EV2 0,733
EV3 0,796
EV4 0,816
Attitude toward AFS1 0,807
0,668 VALID
Flash Sale AFS2 0,763

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AFS3 0,844
AFS4 0,839
AFS5 0,832
Shopping SE1 0,894
Enjoyment SE2 0,873
SE3 0,827 0,757 VALID
SE4 0,893
SE5 0,861
Impulsive Buying IB1 0,940
IB2 0,943 0,886 VALID
IB3 0,941
Source: Processed Result

Table 7. Correlation Value between Variables

Attitudes Impulsive Perceived Product Shopping
Buying Values Involve Enjoyment
Attitudes 0,817
Impulsive Buying 0,260 0,941
Perceived Values 0,814 0,241 0,711
Product Involve 0,690 0,235 0,758 0,831
Shopping Enjoyment 0,479 0,109 0,527 0,411 0.870
Source: Processed Result

Table 9. Cronbach's Alpha and Composite Reliability

Cronbach’s Alpha Composite Reliability Conclusion
Attitudes 0,875 0,910 Reliable
Impulsive Buying 0,936 0,959 Reliable
Perceived Values 0,900 0,918 Reliable
Product Involve 0,887 0,918 Reliable
Shopping Enjoyment 0,919 0,940 Reliable
Sources: Data Processed

Table 10. Path Coefficient and T-Value

No. Path Diagram Path t-value p-value conclusion
Coefficient
1. AFS -> IB 0,260 3,766 0,000 H1 accepted
2. AFS -> SE 0,479 6,589 0,000 H1 accepted
3. PV->AFS 0,683 11,548 0,000 H1 accepted
4. PI-> AFS 0,172 2,961 0,002 H1 accepted
5, PV->AFS->IB 0,178 3,294 0,001 H1 accepted
6. PI->AFS->IB 0,045 2,191 0,014 H1 accepted
7. PV->AFS->SE 0,327 5,147 0,000 H1 accepted
8. PI->AFS->SE 0,083 2,656 0,004 H1 accepted
Source: Processed Result

Table 11. Result of R²

Variable R²
Attitudes 0,675
Impulsive Buying 0,068
Shopping Enjoyment 0,299
Sources: Processed Result

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