STRATEGI PEMASARAN FLASH SALE DALAM MENINGKATKAN EFEKTIVITAS DIGITAL MARKETING
DOI:
https://doi.org/10.1234/mosaic.v1i2.97Keywords:
digital marketing, flash sale, consumer engagement, impulsive buying, e-commerceAbstract
Penelitian ini mengeksplorasi efektivitas strategi flash sale dalam meningkatkan kinerja pemasaran digital dengan cara meningkatkan keterlibatan dan konversi konsumen. Dengan pendekatan kualitatif dan kerangka analisis deskriptif, penelitian ini meninjau literatur, artikel, dan jurnal terkait untuk mengidentifikasi tema utama serta faktor keberhasilan flash sale. Hasil penelitian menunjukkan bahwa flash sale secara efektif menciptakan rasa urgensi melalui penawaran waktu terbatas, yang mendorong perilaku pembelian impulsif dan menarik konsumen baru. Faktor keberhasilan utama meliputi daya tarik penawaran, frekuensi pelaksanaan, kemudahan akses pada platform digital, dan strategi promosi pendukung. Sebaliknya, flash sale yang tidak direncanakan dengan baik atau dilakukan terlalu sering dapat mengurangi efektivitasnya dan merusak citra merek. Penelitian ini juga membahas implikasi praktis bagi bisnis untuk mengoptimalkan flash sale melalui perencanaan strategis, personalisasi, dan pengalaman digital yang mulus. Rekomendasi masa depan mencakup pemanfaatan kecerdasan buatan dan analitik data untuk kampanye yang lebih terarah serta mengintegrasikan flash sale ke dalam praktik bisnis yang berkelanjutan.
This study explores the effectiveness of flash sale strategies in enhancing digital marketing performance by increasing consumer engagement and conversions. Employing a qualitative approach with a descriptive analysis framework, the research reviews literature, articles, and relevant journals to identify the main themes and factors affecting flash sale success. The results reveal that flash sales effectively create urgency through time-limited offers, which drive impulsive buying behavior and attract new consumers. The findings highlight that key success factors include the appeal of the offer, execution frequency, ease of access to digital platforms, and supportive promotional strategies. Conversely, poorly planned flash sales or frequent implementation may reduce effectiveness and harm brand perception. This study also discusses the practical implications for businesses to optimize flash sales with strategic planning, personalization, and seamless digital experiences. Future recommendations include leveraging artificial intelligence and data analytics for targeted campaigns and integrating flash sales into sustainable business practices.
References
A., Faradilla. (2022). Apa itu digital marketing? Definisi, manfaat, dan strateginya. Hostinger Tutorial.
Adamprasetya. (2021). Manfaat memasarkan bisnis percetakan dengan cara online. Walisongo.
Agrawal, S., & Sareen, A. (2016). Flash sales—The game changer in Indian e-commerce industry. International Journal of Advance Research and Innovation, 4(1), 192–195. https://doi.org/10.51976/ijari.411650
Ahmad Saoki Andriyana, Suparno, & Ari Saptono. (2023). The Effect of Flash Sale on Purchasing Decisions: A Theoretical Approach. In 1st International Students Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM 2023).
Ali, A. M., & Yusof, H. (2012). Quality in qualitative studies: The case of validity, reliability, and generalizability. Issues in Social and Environmental Accounting, 5(1), 25–64. https://doi.org/10.22164/isea.v5i1.59
Atrisia, M. I., & Hendrayati, H. (2021). Flash Sale Dan Impulse Buying Konsumen E-Commerce Pada Masa Pandemi Covid-19. Journal of Business Management Education, 6(2), 14–20. https://doi.org/10.30872/jbme.v6i2.520:contentReference[oaicite:3
Bayo-Moriones, A., & Lera-López, F. (2007). A firm-level analysis of determinants of ICT adoption in Spain. Technovation, 27(6–7), 352–366. https://doi.org/10.1016/j.technovation.2007.01.003
Boyle, M., & Schmierbach, M. (2023). Applied communication research methods: Getting started as a researcher. Routledge. https://doi.org/10.4324/9781003316831
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing (5th ed.).
Chairunisa. (2023). Strategi pemasaran: Definisi, fungsi, hingga elemen penting. DailySocial.id.
Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2), 204–217. https://doi.org/10.1016/j.im.2016.06.001
Chang, C. C., & Tseng, A. H. (2014). The post-purchase communication strategies for supporting online impulse buying. Computers in Human Behavior, 39, 393–403. https://doi.org/10.1016/j.chb.2014.05.035
Christanto, J. M., & Aprillia, A. (2023). Peran Emosi sebagai Variabel Mediasi pada Flash Sale Shopee dan Pembelian Impulsif. Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton, 9(1), 55–67. https://doi.org/10.35326/pencerah.v8i4.2954
Erwin Permana, Almeyra Azarine Hadityaputri, Firza Intania Azzahra, & Syamsurizal. (2024). Strategi Pemasaran Flash Sale Live Shopping TikTok Shop terhadap Minat Konsumen dalam Membeli Produk Maybelline.
Fereday, J., & Muir-Cochrane, E. (2006). Demonstrating rigor using thematic analysis: A hybrid approach of inductive and deductive coding and theme development. International Journal of Qualitative Methods, 5(1), 80–92.
Glen Irwinto Laluyan, Imam Wibowo, & Amanda Setiorini. (2019). Implementasi Digital Marketing terhadap Keputusan Pembelian Konsumen JD.id Jakarta. Jurnal Manajemen Bisnis Krisnadwipayana, 7(3), 97–108.
Gumilang, R. R. (2019). Implementasi Digital Marketing terhadap Peningkatan Penjualan Hasil Home Industri. Coopetition: Jurnal Ilmiah Manajemen, 10(1), 9–14(25-Article Text-116-2-1…).
Gunawan, G., Utomo, A. S. A., & Benediktus, H. S. (2021). Optimization of shipyard layout with material handling cost as the main parameter using genetic algorithm. AIP Conference Proceedings, 2376(1).
Hertanto, A. D., Sulhaini, & Herman, L. E. (2020). Effect of flash sale method, product knowledge, and in-home shopping tendency toward consumer online purchase decisions. RJOAS, 6(102), 97–106. https://doi.org/10.18551/rjoas.2020-06.12:contentReference[oaicite:6
Indrapura, P. F. S., & Darul Fadli, U. M. (2023). Analisis Strategi Digital Marketing di Perusahaan Cipta Grafika. Jurnal Economina, 2(8), 1970–1979. https://doi.org/10.55681/economina.v2i8.699:contentReference[oaicite:4
Ingriana, A. (2025). THE INFLUENCE OF E-TRUST ON CONSUMER PURCHASING BEHAVIOR IN E-COMMERCE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Ingriana, A., Chondro, J., & Rolando, B. (2024). TRANSFORMASI DIGITAL MODEL BISNIS KREATIF: PERAN SENTRAL E-COMMERCE DAN INOVASI TEKNOLOGI DI INDONESIA (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Ingriana, A., Gianina Prajitno, G., & Rolando, B. (2024). THE UTILIZATION OF AI AND BIG DATA TECHNOLOGY FOR OPTIMIZING DIGITAL MARKETING STRATEGIES (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Ingriana, A., Hartanti, R., Mulyono, H., & Rolando, B. (2024). Pemberdayaan E-Commerce: Mengidentifikasi Faktor Kunci Dalam Motivasi Pembelian Online. Jurnal Manajemen Dan Kewirausahaan (JUMAWA), 1(3), 101–110.
Irwilda Mahliza, Ali Husein, & Tony Gunawan. (2020). Analisis Strategi Pemasaran Online. Al-Sharf: Jurnal Ekonomi Islam, 1(3), 250–260.
Jasri, N., Arfan, N., Hasanuddin, H., & Ali Hasan, H. (2022). Penerapan Digital Marketing dalam Upaya Peningkatan Pendapatan Usaha Mikro Kecil dan Menengah. Iltizam Journal of Shariah Economic Research, 6(2), 212–224. https://doi.org/10.24235/iltizam.v6i2.1447:contentReference[oaicite:6
Joshi, S., & Domb, M. (2017). Impact of flash sales on consumers and e-commerce industry in India. Conference Paper. https://doi.org/10.5176/2251-2012_QQE17.9:contentReference[oaicite:7
Junata, R., Roswaty, & Bahrul Ulum, M. (2024). Pengaruh Program Flash Sale dan Diskon terhadap Perilaku Impulsive Buying Produk Pakaian Pria dan Wanita pada PT JM Group Lemabang Kota Palembang. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 10(2), 1350–1359. https://doi.org/10.35870/jemsi.v10i2.2319
Kannan, K. B., Hu, J., & Narasimhan, S. (2016). Social media, flash sales, and the maker movement: An empirical analysis. SSRN. https://doi.org/10.2139/ssrn.2829855:contentReference[oaicite:3
Kotler, P., & Keller, K. L. (2006). Marketing management. Prentice Hall International.
Laura Pandan Wangi & Sonja Andarini. (2021). Pengaruh Flash Sale dan Cashback terhadap Perilaku Impulse Buying pada Pengguna Shopee. Jurnal Bisnis dan Kajian Strategi Manajemen, 5(1), 79–91.
M. Razhu Hidayatullah & Lalu Edy Herman Mulyono. (2023). Pengaruh Digital Marketing, Flash Sale, dan Celebrity Endorser terhadap Brand Awareness Shopee pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Mataram. Jurnal Bisnis dan Kajian Strategi Manajemen, 5(1), 12–22.
Maha, V. A., Derian Hartono, S., Prajitno, G. G., & Hartanti, R. (2024). E-COMMERCE LOKAL VS GLOBAL: ANALISIS MODEL BISNIS DAN PREFERENSI KONSUMEN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/Jumder
Martaleni, M., Hendrasto, F., Hidayat, N., Dzikri, A. A., & Yasa, N. N. K. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05
Mestika, Z. (2003). Metode penelitian kepustakaan. Jakarta: Yayasan Obor Indonesia.
Mishra, A., & Rath, S. (2022). Impact of Flash Sales on E-Commerce Industry in India. International Journal for Research in Applied Science & Engineering Technology (IJRASET, 10(7), 4794–4795. https://doi.org/10.22214/ijraset.2022.46048
Mulyono, H., & Rolando, B. (2024). Savoring The Success: Cultivating Innovation And Creativity For Indonesian Culinary MSMEs Growth. Economics and Business Journal (ECBIS), 2(4), 413–428.
Mulyono, H., Hartanti, R., & Rolando, B. (2024). SUARA KONSUMEN DI ERA DIGITAL: BAGAIMANA REVIEW ONLINE MEMBENTUK PERILAKU KONSUMEN DIGITAL (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Mulyono, H., Ingriana, A., & Hartanti, R. (2024). PERSUASIVE COMMUNICATION IN CONTEMPORARY MARKETING: EFFECTIVE APPROACHES AND BUSINESS RESULTS (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi, dan Bisnis, 2(4), 1–11. https://doi.org/10.59246/muqaddimah.v2i3.931
Nazir, M. (2003). Metode penelitian. Jakarta: Ghalia Indonesia.
Pratiwi, A. M., & Rohman, A. (2023). Penerapan strategi digital marketing dalam meningkatkan omset dengan pendekatan analisis SWOT perspektif marketing syariah pada toko Fihadaessie Surabaya. Jurnal Ekonomi & Ekonomi Syariah, 6(1). https://doi.org/10.36778/jesya.v6i1.1018:contentReference[oaicite:1.
Purwana, D., Rahmi, & Aditya, S. (2017). Pemanfaatan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani, 1(1). https://doi.org/10.21009/JPMM.001.1.01:contentReference[oaicite:0
Putri, L. W. B., & Setiawan, B. L. T. (2025). ANALYZING THE STRATEGIC CONTRIBUTION OF SOCIAL MEDIA INFLUENCERS TO E-COMMERCE MARKETING EFFECTIVENESS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Rahardja, B. V., Rolando, B., Chondro, J., & Laurensia, M. (2024). MENDORONG PERTUMBUHAN E-COMMERCE: PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP KINERJA PENJUALAN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Razali, G., Andamisari, D., & Saputra, J. (2022). Pengaruh Promosi Diskon dan Gratis Ongkir Shopee terhadap Keputusan Pembelian Konsumen. CITIZEN: Jurnal Ilmiah Multidisiplin Indonesia, 2(3). https://doi.org/10.53866/jimi.v2i3.132
Ridwan Alif Nurfatria, Hakim Ramadhan, Muhammad Rifqi, Adi Setiawan, & M. Misbak. (2024). The Influence of Live Streaming on Flash Sale and Its Impact on Impulse Buying of Shopee E-Commerce Users in Indonesia. ATHENA: Journal of Social, Culture, and Society, 2(2), 357–363.
Rolando, B. (2018). Tingkat Kesiapan Implementasi Smart Governance di Kota Palangka Raya. UAJY.
Rolando, B. (2024). CULTURAL ADAPTATION AND AUTOMATED SYSTEMS IN E-COMMERCE COPYWRITING: OPTIMIZING CONVERSION RATES IN THE INDONESIAN MARKET (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Rolando, B., & Ingriana, A. (2024). SUSTAINABLE BUSINESS MODELS IN THE GREEN ENERGY SECTOR: CREATING GREEN JOBS THROUGH RENEWABLE ENERGY TECHNOLOGY INNOVATION (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Rolando, B., & Wigayha, C. K. (2024). Pengaruh E-Wom Terhadap Keputusan Pembelian Online: Studi Kasus Pada Pelanggan Aplikasi Kopi Kenangan. Jurnal Manajemen Dan Kewirausahaan (JUMAWA), 1(4), 193–210.
Rolando, B., Chandra, C. K., & Widjaja, A. F. (2025). TECHNOLOGICAL ADVANCEMENTS AS KEY DRIVERS IN THE TRANSFORMATION OF MODERN E-COMMERCE ECOSYSTEMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Rolando, B., Nur Azizah, F., Karaniya Wigayha, C., Bangsa, D., Jl Jendral Sudirman, J., Jambi Selatan, K., & Jambi, K. (2024). Pengaruh Viral Marketing Shopee Affiliate, Kualitas Produk, dan Harga Terhadap Minat Beli Konsumen Shopee. https://doi.org/10.47065/arbitrase.v5i2.2167
Rozali, Y. A. (2022). Penggunaan Analisis Konten dan Analisis Tematik. Forum Ilmiah, 19(1), 68–74(5070-10246-1-SM).
Ryan, D., & Jones, C. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page (Understanding_Digital_M…).
Saputra, H. T., Rif'ah, F. M., & Andrianto, B. (2023). Penerapan Digital Marketing Sebagai Strategi Pemasaran Guna Meningkatkan Daya Saing UMKM. Journal Economy Management Business and Entrepreneur, 1(1), 29–37(1275-Article Text-4420-…)
Sujata, J., Menachem, D., & Viraj, T. (2017). Impact of flash sales on consumers and the e-commerce industry in India.
Sundjaja, A. M., Arisanto, G. V., & Fatimah, S. (2020). The determinant factors of e-commerce usage behavior during flash sale program. CommIT (Communication & Information Technology) Journal, 14(2), 65–72. https://doi.org/10.18551/rjoas.2020-06.12:contentReference[oaicite:2
Susilawati, E. (2021). The Influence of Mobile Banking Easiness and Flash Sale towards Impulse Buying on Shopee Users in Bandung. In The 4th International Conference on Business, Economics, Social Sciences, and Humanities. https://doi.org/10.1088/1742-6596
Tan, D. M., & Alexia, K. R. (2025). THE INFLUENCE OF TIKTOK AFFILIATE CONTENT QUALITY AND CREDIBILITY ON PURCHASE DECISIONS VIA THE YELLOW BASKET FEATURE. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Taroreh, B. (2021). Analisis Tematik Data Kualitatif pada Pengembangan Perangkat Pembelajaran Paradigma Pedagogi Reflektif (PPR). Proceedings of SNFKIP 2021, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sanata Dharma, 167–175. https://doi.org/10.24071/snfkip.2021.13:contentReference[oaicite:9]{index=9}.
Wekke, I. S. (2019). Metode penelitian sosial. Penerbit Gawe Buku.
Widjaja, A. F. (2025). FACTORS INFLUENCING PURCHASE INTENTION IN E-COMMERCE: AN ANALYSIS OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2024). PELUANG BISNIS DALAM INDUSTRI HIJAU DAN ENERGI TERBARUKAN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/Jumder
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2025). A DEMOGRAPHIC ANALYSIS OF CONSUMER BEHAVIORAL PATTERNS ON DIGITAL E-COMMERCE PLATFORMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Winata, V., & Arma, O. (2025). ANALYZING THE EFFECT OF E-WALLET USABILITY ON CUSTOMER RETENTION IN MOBILE PAYMENT APPS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Yunia Wardi. (2020). The Influence of Live Sale and Flash Sale on Repurchase Intention in the New Normal Era on Shopee Customers in Padang City. Banking & Management Review, 15(12), 1–12.
Zahran, A. M. (2025). THE IMPACT OF MARKETING STRATEGIES ON THE SUCCESS OF THE FAST FASHION INDUSTRY: A SYSTEMATIC REVIEW. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Zhang, M., Cheng, T. C., & Du, J. (2018). Advance selling of new products to strategic consumers on flash sale platforms. International Journal of Logistics Research and Applications, 21(3), 318-331. https://doi.org/10.1080/13675567.2017.1398689:contentReference[oaicite:1]{index=1}.
Indonesia
