THE INFLUENCE OF LIVE SALE AND FLASH SALE ON REPURCHASE INTENTION IN THE NEW NORMAL ERA ON SHOPEE CUSTOMERS IN PADANG CITY
Abstract
This study aims to analyze (1) the effect of live sales on repurchase intentions of Shopee customers in Padang City in the new normal era. (2) The effect of flash sale on repurchase intention of Shopee customers in Padang City in the new normal era. The purpose of this study was to determine the effect of live sales and flash sales on repurchase intentions in the new normal era for Shopee customers in Padang City. This type of research is descriptive quantitative with multiple regression analysis. The population in this study were all Shopee customers in Padang City and the sample in this study were Shopee customers in Padang City who had shopped at least twice during the new normal era and registered on Shopee user accounts. The number of samples in this study were 60 respondents. Data was collected through online questionnaire distribution and data processing was done through SPSS software. The results of this study indicate that (1) Live sale has a positive and insignificant effect on repurchase intentions of Shopee users in Padang City in the new normal era. (2) Flash sale has a positive and significant effect on repurchase intention of Shopee customers in Padang City in the new normal era.
References
Aday, J. B., & Phelan, K. V. (2015). Competitive Advantage Or Market Saturation: An In-Depth Comparison Of Flash-Sale Sites Through Content Analysis. Journal Of Hospitality Marketing & Management, 24(3), 287-313.
Aurora, P. D., Septarina Budiwati, S. H., & Mh, C. (2021). Tinjauan Yuridis Hubungan Hukum Para Pihak Dalam Transaksi Digital Sistem Marketplace (Studi Di Marketplace Shopee) (Doctoral Dissertation, Universitas Muhammadiyah Surakarta).
Cai, J., & Wohn, D. Y. (2019, January). Live Streaming Commerce: Uses And Gratifications Approach To Understanding Consumers’ Motivations. In Proceedings Of The 52nd Hawaii International Conference On System Sciences.
Chen, Y. H., Chen, M. C., & Keng, C. J. (2020). Measuring Online Live Streaming Of Perceived Servicescape: Scale Development And Validation On Behavior Outcome. Internet Research.
Hidayat, R. W. Peran Moderasi Fitur Live Chat, Online Customer Reviews, Dan Online Shopping Window Display Pada Pengaruh Reputasi Terhadap Keputusan Pembelian Di C2c E-Commerce Shopee (Doctoral Dissertation, Fakultas Ekonomi Dan Bisnis Universitas Jember).
Hidayati, A. N. (2021). The Influence Of Nostalgia Emotion To Brand Trust And Brand Attachment Towards Repurchase Intention. Turkish Journal Of Computer And Mathematics Education (Turcomat), 12(3), 4492-4503.
Hume, Mort, G. S., & Winzar, H. (2007). Repurchase Intention In Performing Arts Context: Who Comes? And Why Do They Come Back?. International Journal Of Nonprofit And Voluntary Sector Marketing, 12(2), 135.
Ivan, M., Roosdiyana, S. T., & Allyviantoro, V. (2021). Analisis Fitur New Normal Sebagai Display Shopee Dalam Membentuk Pola Konsumsi Pada Masa Covid-19. Jurnal Lentera: Kajian Keagamaan, Keilmuan Dan Teknologi, 20(01), 75-85.
Kannan, K., Hu, Y. J., & Narasimhan, S. (2016). Social Media, Flash Sales, And The Maker Movement: An Empirical Analysis. Flash Sales, And The Maker Movement: An Empirical Analysis (July 25, 2016).
Keller, R. P., & Lodge, D. M. (2007). Species Invasions From Commerce In Live Aquatic Organisms: Problems And Possible Solutions. Bioscience, 57(5), 428-436.
Liu, X., Zhou, Y. W., Shen, Y., Ge, C., & Jiang, J. (2021). Zooming In The Impacts Of Merchants’ Participation In Transformation From Online Flash Sale To Mixed Sale E-Commerce Platform. Information & Management, 58(2), 103409.
Pamungkas, D. S. (2018). Pengaruh Promosi Flash Sale Di Aplikasi Shopee Indonesia Terhadap Perilaku Konsumen (Survei Pada Karyawan Di Bursa Efek Indonesia, Jakarta Selatan) (Doctoral Dissertation, Universitas Pembangunan Nasional Veteran Jakarta).
Pardede, C. R., Lapian, S. J., & Pandowo, M. (2018). The Influence Of Perceived Value And Trust On Repurchase Intention In Shopee Online Shopping. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(1).
Pradana, M. (2015). Klasifikasi Jenis-Jenis Bisnis E-Commerce Di Indonesia. Neo-Bis, 9(2), 32-40.
Putri, S. E. (2021). The Impact Of Covid-19 On Consumer: Digital Marketing Of The New Normal In Indonesia. In Health Informatics And Technological Solutions For Coronavirus (Covid-19) (Pp. 173-183). Crc Press.
Qian, M. (2021). Understanding Customer Experience And Repurchase Intention In Live Streaming Shopping: An Empirical Study In China.
Ramadhaniᵃ, F., & Anisab, R. (2021). Implementasi Program Shopee Streamer Academy Sebagai Strategi Humas Pemasaran. Jurnal Ilmiah Liski (Lingkar Studi Komunikasi) Vol, 7(1).
Rohwiyati, R., & Praptiestrini, P. (2019). The Influence Of Shopee E-Service Quality And Price Perception On Repurchase Intention: Customer Satisfaction As Mediation Variable. Indonesian Journal Of Contemporary Management Research, 1(1), 47-54.
Sahid, F. L. (2021). Komunikasi Pemasaran Dalam Meningkatkan Loyalitas Konsumen Maraville Coffee And Roastery Era Normal Baru (Doctoral Dissertation, Universitas Pembangunan Nasional “Veteran” Yogyakarta).
Sembodo, G. N. (2020). Analisis Pengaruh Efficiency, Order Management, Customer Service, Personalization, Trust, Product Description, Product Presentation, Entertainment Value, Dan Application Appearance Terhadap E-Satisfaction Dalam Membentuk E-Loyalty Pada Pelanggan Shopee Di Surabaya (Doctoral Dissertation, Universitas Pelita Harapan).
Setyowati, D. (2022, March 7). Pendapatan Induk Shopee Naik 127%, tapi Rugi Membengkak jadi Rp21 T. Retrieved from katadata.co.id: https://katadata.co.id/desysetyowati/digital/62256684a93bb/pendapatan-induk-shopee-naik-127-tapi-rugi-membengkak-jadi-rp21-t
Sudaryanto, S., Subagio, A., & Meliana, M. (2021). Does Covid-19 Affect Online Experience Towards Repurchase Intention? An Empirical Study In Indonesia. The Journal Of Asian Finance, Economics And Business, 8(6), 1013-1023.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How Live Streaming Influences Repurchase Intentions In Social Commerce: An It Affordance Perspective. Electronic Commerce Research And Applications, 37, 100886.
Suroso, A., & Setyanto, R. P. (2020). Factor’s That Influence Purchase Intention In Shopee Marketplace Flash Sale Programs With Trust As A Mediating Variable. Icore, 5(1).
Suswanto, P., & Setiawati, S. D. (2020). Strategi Komunikasi Pemasaran Shopee Dalam Membangun Positioning Di Tengah Pandemi Covid-19 Di Indonesia. Linimasa: Jurnal Ilmu Komunikasi, 3(2), 16-29.
Syafi’ah, S. A. (2021). Faktor Yang Mempengaruhi Niat Pembelian Ulang (Repurchase Intention) Program Flash Sale Pada Marketplace Shopee Dengan Kepuasan Dan Kepercayaan Sebagai Variabel Mediasi (Doctoral Dissertation, Universitas Jenderal Soedirman).
Vongurai, R. (2021). Factors Influencing Consumer Attitudes And Purchase Intentions Of Flash Sale Through Online Shopping Platforms. Journal Of Humanities And Social Sciences Nakhon Phanom University, 11(1), 1-20.
Wahyudi, W. (2020). Pengembangan Sistem Informasi Penjualan Tiket Konser Musik Dengan Media Live Streaming Pada Website Motikdong. Com. Aksara Public, 4(2), 68-76.
Wijaya, P. (2020). Aktivitas Coontent Management Shopeelive Di Pt Shopee International Indonesia (Doctoral Dissertation, Universitas Multimedia Nusantara).
Wijoyo, H., Cahyono, Y., Ariyanto, A., & Wongso, F. (2020). Digital Economy Dan Pemasaran Era New Normal. Insan Cendekia Mandiri.
Wongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live Streaming Commerce From The Sellers’ Perspective: Implications For Online Relationship Marketing. Journal Of Marketing Management, 36(5-6), 488-518.
Yen, C. H., & Lu, H. P. (2008). Factors Influencing Online Auction Repurchase Intention. Internet Research.
Yogiswara, F. D. (2018). Pengaruh Flash Sale, Bonus Pack Dan Coupons Terhadap Impulse Buying Pada Pelanggan Shopee Id (Doctoral Dissertation, Universitas Airlangga).
Yuliantoro, N., Goeltom, V., Juliana, I. B., A. (2019). Repurchase Intention African Journal Of Hospitality, Tourism And Leisure, 8, 1-11.
Zakiyyah, A. M. (2018). Pengaruh Flash Sale Terhadap Pembelian Impulsif Online Pada Toko Online “Pulchragallery”. Jurnal Manajemen Dan Bisnis Indonesia, 4(1).
Zhang, M., Zhang, J., Cheng, T. C. E., & Hua, G. (2018). Why And How Do Branders Sell New Products On Flash Sale Platforms?. European Journal Of Operational Research, 270(1), 337-351.