Pengaruh Flash Sale dan Tagline ‘Gratis Ongkir’ terhadap Perilaku Impulse Buying pada E-Commerce: Studi pada Mahasiswa Program Studi Pendidikan Bisnis Angkatan 2024 Universitas Negeri Medan

The rapid growth of e-commerce has increased the use of promotional strategies that may encourage consumers to make unplanned purchases. Flash sales create urgency through limited-time offers, while free-shipping taglines reduce consumers’ perceptions of additional transaction costs. These promotional mechanisms are particularly relevant to university students, whose online purchasing decisions may be influenced by attractive offers and immediate incentives. This research examines the partial and simultaneous effects of flash sales and free-shipping taglines on impulse buying among students in the Business Education Program, 2024 cohort, at Universitas Negeri Medan who use Shopee. A quantitative associative approach was employed, involving all 85 students in the population through a saturated sampling technique. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression with SPSS version 25. The findings indicate that flash sales and free-shipping taglines have positive and statistically significant effects on impulse buying, both individually and jointly. The regression model explains 49.2% of the variation in impulse buying, while the remaining 50.8% is associated with factors outside the model. Free-shipping taglines demonstrate a stronger relative influence than flash sales, suggesting that perceived savings on delivery costs may play an important role in students’ unplanned purchasing decisions. These findings highlight the relevance of promotional strategies in online consumer behavior and the need for students to evaluate their purchasing decisions in relation to their actual needs and financial capacity.