Affiliate Marketing, Cashback, and Flash Sales as Drivers of Consumer Purchase Decisions in Shopee

Desi Sentia Wati; Tezar Arianto; Ade Tiara Yulinda

doi:10.59890/ijfbm.v4i2.223

Authors

Desi Sentia Wati Universitas Muhammadiyah Bengkulu
Tezar Arianto Universitas Muhammadiyah Bengkulu
Ade Tiara Yulinda Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.59890/ijfbm.v4i2.223

Keywords:

Affiliate Marketing, Cashback, Flash Sale, Purchase Decision, E-Commerce

Abstract

This study aims to analyze the role of affiliate marketing, cashback programs, and flash sales in driving consumer purchase decisions on the Shopee marketplace. The research adopts a quantitative approach using a survey method involving 130 respondents from Management students at Universitas Muhammadiyah Bengkulu. Data were collected through structured questionnaires and analyzed using multiple linear regression. The findings indicate that affiliate marketing has a positive and significant effect on purchase decisions, reflecting the importance of credible recommendations and promotional content. Cashback programs also show a significant positive influence by enhancing perceived economic value among consumers. Furthermore, flash sales demonstrate the strongest effect, as time limited promotions create urgency and encourage immediate purchasing behavior. Simultaneously, all three variables significantly influence consumer purchase decisions. This study highlights the importance of integrated digital marketing strategies in influencing consumer behavior in the e-commerce sector.

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