Indonesian Journal of Law and Economics Review
Vol 18 No 3 (2023): August
Marketing Management

Impact of Flash Sale Promotions and Brand Ambassadors on E-commerce Purchasing Decisions: A Study of Indonesian Consumers
Dampak Promosi Flash Sale dan Brand Ambassador terhadap Keputusan Pembelian E-commerce: Studi pada Konsumen Indonesia


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  • Bella Aulia Rahma *,
  • Nuri Purwanto
Bella Aulia Rahma
Sekolah Tinggi llmu ekonomi Dewantara Jombang, Indonesia, Indonesia *
Nuri Purwanto
Sekolah Tinggi Ilmu Ekonomi PGRI Dewantara Jombang, Indonesia

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v18i3.979
Published September 21, 2023
Keywords
  • E-commerce,
  • Flash Sale,
  • Brand Ambassadors,
  • Purchasing Decisions,
  • Indonesian Consumers
How to Cite
Rahma , B. A., & Purwanto, N. (2023). Impact of Flash Sale Promotions and Brand Ambassadors on E-commerce Purchasing Decisions: A Study of Indonesian Consumers. Indonesian Journal of Law and Economics Review, 18(3). https://doi.org/10.21070/ijler.v18i3.979

Copyright (c) 2023 Bella Aulia Rahma , Nuri Purwanto

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study employs an explanatory research method to investigate the influence of Flash Sale Promotions and Brand Ambassadors on purchasing decisions in the context of e-commerce, focusing on Indonesian consumers. Data collected from 100 questionnaires distributed to users of e-commerce applications reveal that effective Flash Sale Promotions positively impact purchasing decisions, indicating that the quality of such promotions is directly correlated with higher purchase decisions within e-commerce applications. Additionally, the presence of compelling Brand Ambassadors is found to enhance purchasing decisions on the Shopee e-commerce application, with improved ambassador performance leading to increased purchasing decisions. These findings underscore the significance of strategic marketing approaches, such as Flash Sale Promotions and Brand Ambassador programs, in shaping consumer behavior in the e-commerce sector.

Highlights:

  • Flash Sale's Impact: Examining the influence of Flash Sale Promotions on e-commerce purchasing decisions.
  • Brand Ambassador Effect: Investigating the role of Brand Ambassadors in shaping consumer behavior.
  • Indonesian Market: Focusing on the specific context of Indonesian consumers in the e-commerce landscape.

Keywords: E-commerce, Flash Sale, Brand Ambassadors, Purchasing Decisions, Indonesian Consumers

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References

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