Determinants of Impulsive Buying During Shopee Flash Sales: Ajzen’s Theory of Planned Behavior Approach

Authors

  • Alif Baidhawi Indonesia
  • Mira Afrina Indonesia
  • Ken Ditha Tania Indonesia
  • Rizka Dhini Kurnia Indonesia
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DOI:

https://doi.org/10.63158/journalisi.v8i1.1452

Keywords:

Impulsive Buying, Flash Sale, Theory of Planned Behavior, Shopee, Time Pressure

Abstract

This research investigates the psychological elements that affect consumers’ impulsive buying behavior during Shopee flash sale events using the TPB. This inquiry employs a quantitative causal approach using survey data from 154 Shopee users engaged in flash sale purchases. Data were analyzed using a variance-based structural equation modeling approach with SmartPLS. The findings indicate that AT, SN, and PB jointly demonstrate significant effects on impulsive buying intention (β = 0.401; β = 0.395; β = 0.161), jointly explaining 59.9% of its variance. In addition, impulsive buying intention demonstrates a strong influence on actual impulsive buying behavior (β = 0.656, p < 0.001), accounting for 43.1% of the behavioral variance. Among the antecedents, attitude represents the most dominant predictor of intention, followed by subjective norms. A key advancement of this research stems from the integration of the TPB framework within flash sale contexts, positioning impulsive buying intention as a central psychological mechanism under conditions of time pressure. from a practical standpoint, the findings suggest that Shopee sellers and digital marketers should emphasize benefit-oriented messaging, urgency cues, and social validation features such as reviews, real time purchase indicators, and influencer endorsements to strengthen consumers’ impulsive buying intention during flash sale campaigns.

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Published

2026-02-14

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Vol. 8 No. 1 (2026): February

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How to Cite

[1]
A. Baidhawi, M. Afrina, K. D. Tania, and R. D. Kurnia, “Determinants of Impulsive Buying During Shopee Flash Sales: Ajzen’s Theory of Planned Behavior Approach”, journalisi, vol. 8, no. 1, pp. 261–287, Feb. 2026, doi: 10.63158/journalisi.v8i1.1452.

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