THE INFLUENCE OF SOCIAL MEDIA MARKETING, FLASH SALE AND PRICE DISCOUNT ON PURCHASE DECISIONS ON THE MARKETPLACE

Abstract

The development of digital technology has changed people's consumption patterns, especially in the habit of shopping online through marketplaces. Marketplaces are the main choice because they offer easy access, transaction security, and various attractive offers that can drive purchase decisions. Features such as social media marketing, flash sales, and price discounts are believed to have an important role in influencing consumer behavior. This study aims to analyze the influence of social media marketing, flash sales, and price discounts on purchase decisions on marketplace platforms. The method used was a quantitative approach with the collection of primary data through an online questionnaire to 120 respondents. The sampling technique used purposive sampling and data analysis was carried out with the help of SPSS software. The tests include validity, reliability, classical assumption tests, multiple linear regression, F tests, T tests, and determination coefficients (R²). The results of the study show that these three variables have a simultaneous or partial effect on purchase decisions. Price discount is the most dominant variable in influencing consumer purchase decisions in the marketplace.

Keywords: Flash Sale, Price Discount, Purchase Decision, Social Media Marketing