ANALYSIS OF FLASH DEALS AND FREE DELIVERY ON TWIN DATES E-COMMERCE SHOPEE ON PURCHASE DECISIONS: A LITERATURE REVIEW

Abstract

The rapid advancement of technology has led to the significant growth of marketplaces in Indonesia. Shopee has emerged as the largest e-commerce platform in the country. The abundance of attractive offers and promotions, especially during special dates like 10.10 and 12.12, has encouraged consumers to shop on Shopee. Flash Deals and Free Delivery have become Shopee's primary marketing strategies to entice consumers to make purchasing decisions and stay ahead of the intense competition among e-commerce platforms. This research aims to investigate the influence of Flash Deals and Free Delivery during Shopee's special dates on consumer purchasing decisions. The study employs a literature review methodology, involving a comprehensive review of online journal articles and books accessed through Google Scholar. Findings from this literature review suggest that Flash Deals and Free Delivery during Shopee's special dates significantly influence consumer purchasing decisions.