Pengaruh Stimulus Neuromarketing dan Flash Sale terhadap Keputusan Pembelian Konsumen Produk Fashion pada Live Streaming Shopee pada Mahasiswa Universitas Negeri Medan
DOI:
https://doi.org/10.37481/sjr.v9i4.1634Keywords:
Neuromarketing, Flash Sale, Purchase Decision, Live Streaming, Shopee, E-CommerceAbstract
The rapid growth of live streaming e-commerce highlights the urgency of understanding psychological and promotional triggers in consumer decisions. This study analyzes the influence of neuromarketing stimuli and flash sales on purchase decisions for fashion products on Shopee Live. A quantitative survey was conducted with 71 Universitas Negeri Medan students who had purchased via Shopee Live. Data collected through Likert-scale questionnaires were analyzed using multiple linear regression in SPSS 22. This study proves that emotional triggers (neuromarketing) and urgency (flash sales) directly drive buying decisions during live streams, with flash sales having a stronger impact. Together, they explain 63% of consumer choices, strongly supporting the S-O-R theory. Practically, e-commerce sellers should combine persuasive visual cues with time-limited offers on Shopee Live. Leveraging psychological stimuli alongside time pressure creates a high-converting environment that prompts immediate purchases, helping digital marketers optimize live streaming sales strategies effectively.
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