A 2026 study by Desi Sentia Wati, Tezar Arianto, and Ade Tiara Yulinda from the Faculty of Economics and Business at Universitas Muhammadiyah Bengkulu reveals that flash sales, affiliate marketing, and cashback programs significantly shape consumer purchasing decisions on Shopee. Published in the International Journal of Finance and Business Management, the research highlights flash sales as the most powerful driver, offering critical insights for businesses competing in the fast-growing e-commerce sector.
Digital Competition Reshapes Consumer Behavior
Online shopping behavior has changed rapidly as digital platforms like Shopee dominate retail markets. Consumers now face an overwhelming number of choices, promotions, and product information. This environment increases uncertainty and makes decision-making more complex.
In response, e-commerce companies rely heavily on digital marketing strategies to influence buyers. Among the most widely used tactics are affiliate marketing, cashback incentives, and flash sales. Each strategy targets consumer psychology differently—trust, perceived value, and urgency.
Understanding how these strategies influence purchasing decisions has become essential for businesses aiming to improve conversion rates and customer engagement.
Survey-Based Research on Student Consumers
The study by Desi Sentia Wati, Tezar Arianto, and Ade Tiara Yulinda focuses on 130 respondents, all management students at Universitas Muhammadiyah Bengkulu. These respondents represent active digital consumers familiar with e-commerce platforms.
Researchers used structured questionnaires to gather data on consumer perceptions and behaviors. The analysis examined how three factors—affiliate marketing, cashback, and flash sales—affect purchasing decisions both individually and collectively.
As shown in the analytical framework on page 6 of the study, these three marketing strategies act as external stimuli that influence consumer evaluation and ultimately lead to purchase decisions.
Key Findings: Flash Sales Lead by a Wide Margin
The study presents clear and measurable results showing that all three strategies positively influence consumer decisions. However, their impact varies significantly:
- Flash sales show the strongest effect with a coefficient of 0.430
- Affiliate marketing has a moderate influence with a coefficient of 0.231
- Cashback programs contribute positively with a coefficient of 0.180
- All variables are statistically significant and jointly influence purchase decisions
These findings confirm that time-limited promotions are the most effective way to trigger immediate purchasing behavior.
Why Flash Sales Work So Well
Flash sales create a sense of urgency by offering limited-time discounts. This triggers a psychological response known as Fear of Missing Out (FOMO), where consumers feel pressure to act quickly.
This urgency often overrides rational decision-making, leading to impulse purchases. The study explains that flash sales combine emotional stimulation and time pressure, making them highly effective in driving sales.
The authors from Universitas Muhammadiyah Bengkulu note that flash sales act as a “strong external stimulus” that accelerates consumer decisions and increases buying intensity in digital marketplaces.
Affiliate Marketing Builds Trust
Affiliate marketing plays a different but equally important role. It relies on influencers, content creators, or third-party promoters to recommend products.
Consumers tend to trust recommendations from credible sources, especially when they perceive the information as authentic and relevant. This trust reduces uncertainty and increases the likelihood of purchase.
The study shows that stronger affiliate engagement leads to higher consumer confidence and more frequent buying decisions.
Cashback Enhances Perceived Value
Cashback programs offer financial returns after a purchase, creating a perception of savings. Consumers interpret cashback as a gain, which reduces the perceived cost of the transaction.
Although cashback has a smaller impact compared to flash sales, it still plays a significant role in encouraging repeat purchases and increasing overall satisfaction.
However, the study also notes that overly complex cashback systems can reduce effectiveness, as consumers may find them confusing or difficult to redeem.
Implications for E-Commerce Strategy
The findings provide actionable insights for businesses and digital marketers:
- Prioritize flash sales for immediate conversion
Time-limited promotions are the most effective tool for driving quick purchasing decisions. - Strengthen affiliate marketing credibility
Brands should collaborate with trustworthy influencers and ensure content transparency. - Simplify cashback mechanisms
Clear and easy-to-redeem cashback programs increase consumer engagement. - Integrate multiple strategies
Combining urgency, trust, and financial incentives creates a stronger overall impact.
The study emphasizes that no single strategy works in isolation. Instead, the integration of these approaches produces the most effective results in influencing consumer behavior.
Broader Impact on Consumer Awareness
Beyond business applications, the research also highlights how marketing strategies shape consumer decisions. Many purchases are influenced by psychological triggers rather than actual needs.
Understanding these mechanisms can help consumers make more informed decisions and avoid impulsive spending, especially during aggressive promotional campaigns.
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