The Influence of Attitude on Flash Sale on Impulsive Purchases on TikTok Shop Users in the City of Medan

Oct 13, 2025 by wbrum.org 138 views

The Influence of Attitude on Flash Sale on Impulsive Purchases on TikTok Shop Users in the City of Medan

Introduction

In the digital age, consumers are constantly exposed to various marketing strategies and promotional programs that aim to influence their purchasing behavior. One such strategy is the "Flash Sale" program, which has become increasingly popular on social media platforms like TikTok. This study aims to examine the influence of attitude on flash sale on impulsive purchases among TikTok Shop users in the city of Medan. By understanding the factors that contribute to impulsive purchasing behavior, marketers can design effective and responsible "flash sale" strategies that meet the needs of their target consumers.

Background

The rise of social media has transformed the way consumers interact with brands and make purchasing decisions. Platforms like TikTok have become essential channels for marketers to reach their target audience and promote their products. The "Flash Sale" program, which offers limited-time discounts and promotions, has become a popular strategy among marketers to drive sales and increase brand awareness. However, the effectiveness of this strategy depends on various factors, including consumer attitude and behavior.

Methodology

This study employed a quantitative method with a Likert scale to collect data from 112 respondents who were chosen using non-probability sampling techniques. The respondents were TikTok users who had made purchases through the "Flash Sale" promo. The data was analyzed using simple regression analysis to examine the relationship between attitude towards "flash sale" and impulsive purchasing behavior.

Results

The results of the simple regression analysis indicated that the attitude towards "flash sale" had a significant influence on impulsive purchasing behavior, with a P-value of <0.05 (0.000). This finding confirms the main hypothesis of the research, which is that there is a positive influence of attitude on "flash sale" on impulsive purchasing behavior.

Deeper Analysis

The finding of this study provides an interesting picture of consumer behavior in the digital age. The influence of attitude towards "flash sale" shows that promotional programs that use limited time and the availability of limited goods can trigger the desire of consumers to buy impulsively. Some factors that might contribute to this phenomenon include:

Sensation of Scarcity: "Flash Sale" creates the perception that the goods offered are limited and will run out soon. This encourages consumers to buy quickly so as not to lose the opportunity.

Social Pressure: Social media like TikTok allows consumers to see and compare products easily. Often, "Flash Sale" is promoted massively and virally on this platform, which can trigger the taste of FOMO (Fear of Missing Out) and encourage impulsive purchases.

Attractive Price: "Flash Sale" usually offers large discounts that make products more affordable. This can increase attractiveness and encourage consumers to buy goods that they may not plan beforehand.

Implications for Marketers

The results of this study have important implications for marketers who want to take advantage of the "Flash Sale" strategy to increase sales. Here are some important points that can be taken:

Increasing Awareness: Marketers need to ensure their "flash sale" campaigns are promoted effectively and attract the attention of target consumers. This can be done through creative content, influencer marketing, and social media optimization.

Building Trust: Important for marketers to build trust and transparency in their "Flash Sale" program. This can be done by providing clear information about the time, product, and promo mechanism, as well as ensuring that the products offered have good quality.

Managing Expectations: Marketers need to understand that "flash sale" can trigger impulsive behavior. Therefore, it is essential to manage consumer expectations and provide clear information about products and return policies.

Conclusion

This study shows that the attitude towards "Flash Sale" has a significant influence on the impulsive purchasing behavior of TikTok Shop users in the city of Medan. The results of this study can be taken into consideration for marketers in designing an effective and responsible "flash sale" strategy. By understanding the factors that contribute to impulsive purchasing behavior, marketers can create promotional programs that meet the needs of their target consumers and drive sales.

Recommendations

Based on the findings of this study, the following recommendations can be made:

Marketers should ensure that their "flash sale" campaigns are promoted effectively and attract the attention of target consumers.
Marketers should build trust and transparency in their "Flash Sale" program by providing clear information about the time, product, and promo mechanism.
Marketers should manage consumer expectations and provide clear information about products and return policies.
Marketers should consider the sensation of scarcity, social pressure, and attractive price as factors that contribute to impulsive purchasing behavior.

Limitations

This study has several limitations that should be acknowledged. Firstly, the sample size was relatively small, and the study was conducted in a specific city (Medan). Secondly, the study only examined the influence of attitude on flash sale on impulsive purchasing behavior and did not consider other factors that may influence consumer behavior. Finally, the study was conducted in a specific context (TikTok Shop users in Medan), and the findings may not be generalizable to other contexts.

Future Research Directions

This study provides a foundation for future research on the influence of attitude on flash sale on impulsive purchasing behavior. Future studies can build on this research by examining the following:

The role of social media in influencing consumer behavior during flash sales.
The impact of flash sales on consumer loyalty and retention.
The effectiveness of different marketing strategies in promoting flash sales.
The influence of cultural and demographic factors on consumer behavior during flash sales.

By exploring these research directions, marketers can gain a deeper understanding of consumer behavior during flash sales and design effective and responsible promotional programs that meet the needs of their target consumers.
Q&A: The Influence of Attitude on Flash Sale on Impulsive Purchases on TikTok Shop Users in the City of Medan

Introduction

In our previous article, we explored the influence of attitude on flash sale on impulsive purchases among TikTok Shop users in the city of Medan. This study aimed to examine the factors that contribute to impulsive purchasing behavior and provide insights for marketers on designing effective and responsible "flash sale" strategies. In this Q&A article, we will address some of the most frequently asked questions related to this study.

Q: What is the main finding of this study?

A: The main finding of this study is that the attitude towards "flash sale" has a significant influence on impulsive purchasing behavior among TikTok Shop users in the city of Medan.

Q: What are the factors that contribute to impulsive purchasing behavior during flash sales?

A: The study found that three factors contribute to impulsive purchasing behavior during flash sales: sensation of scarcity, social pressure, and attractive price.

Q: How does sensation of scarcity contribute to impulsive purchasing behavior?

A: Sensation of scarcity creates the perception that the goods offered are limited and will run out soon. This encourages consumers to buy quickly so as not to lose the opportunity.

Q: How does social pressure contribute to impulsive purchasing behavior?

A: Social media like TikTok allows consumers to see and compare products easily. Often, "Flash Sale" is promoted massively and virally on this platform, which can trigger the taste of FOMO (Fear of Missing Out) and encourage impulsive purchases.

Q: How does attractive price contribute to impulsive purchasing behavior?

A: "Flash Sale" usually offers large discounts that make products more affordable. This can increase attractiveness and encourage consumers to buy goods that they may not plan beforehand.

Q: What are the implications of this study for marketers?

A: The study has important implications for marketers who want to take advantage of the "Flash Sale" strategy to increase sales. Marketers need to ensure that their "flash sale" campaigns are promoted effectively and attract the attention of target consumers. They should also build trust and transparency in their "Flash Sale" program and manage consumer expectations.

Q: How can marketers increase awareness of their "flash sale" campaigns?

A: Marketers can increase awareness of their "flash sale" campaigns through creative content, influencer marketing, and social media optimization.

Q: How can marketers build trust and transparency in their "Flash Sale" program?

A: Marketers can build trust and transparency in their "Flash Sale" program by providing clear information about the time, product, and promo mechanism, as well as ensuring that the products offered have good quality.

Q: What are the limitations of this study?

A: The study has several limitations, including a relatively small sample size and a specific context (TikTok Shop users in Medan). The findings may not be generalizable to other contexts.

Q: What are the future research directions for this study?

A: Future studies can build on this research by examining the role of social media in influencing consumer behavior during flash sales, the impact of flash sales on consumer loyalty and retention, the effectiveness of different marketing strategies in promoting flash sales, and the influence of cultural and demographic factors on consumer behavior during flash sales.

Conclusion

This Q&A article provides insights into the influence of attitude on flash sale on impulsive purchases among TikTok Shop users in the city of Medan. The study found that three factors contribute to impulsive purchasing behavior during flash sales: sensation of scarcity, social pressure, and attractive price. Marketers can use these findings to design effective and responsible "flash sale" strategies that meet the needs of their target consumers.