The Effect of Flash Sale Promotion, Free Shipping, and Purchase Intention on Purchase Decisions

Winda Aprilia  Sitorus; Hapzi  Ali

Authors

Winda Aprilia Sitorus Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia Author
Hapzi Ali Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia Author

Keywords:

Flash Sale, Free Shipping, Purchase Intention, Purchase Decision, E-commerce

Abstract

This article is a literature review in the field of marketing management which examines the influence of flash sale and free shipping promotions on purchase intention and its impact on consumer purchase decisions in e-commerce platforms. The purpose of this article is to construct hypotheses that can be empirically tested in future research related to online consumer behavior. The research method used is library research by reviewing scientific articles from online academic databases such as Google Scholar. The results of the review indicate that: (1) Flash sale promotions positively influence purchase intention, (2) Free shipping promotions positively influence purchase intention, and (3) Purchase intention positively influences purchase decisions. These findings conceptually demonstrate that marketing promotions in e-commerce play a significant role in encouraging consumer.

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