The Effect of Price Discounts and Branded Products on Impulsive Buying Behavior In the Thrifting Community in Social E-Commerce (A Study on Sales in Facebook Groups and Shopee in 2026)

Abstrak

The inclination toward unplanned purchasing within digital commerce ecosystems has become increasingly prevalent, particularly among enthusiasts of high-quality secondhand apparel. This empirical investigation assesses the extent to which price reduction stimuli and the cachet of foreign brand identities provoke spontaneous buying urges among active users of Facebook networking groups and the Shopee platform. Adopting a quantitative research framework, active participants were selected applying a purposive sampling strategy, resulting in a final analyzed sample of 104 respondents. Survey datasets were evaluated multiple linear regression analysis via statistical software. Statistical verification demonstrates that price discount incentives independently provide a positive and substantial contribution to immediate transaction decisions. A parallel pattern is identified regarding product brand prominence, which compellingly persuades consumers to purchase without prior deliberation. Combined evaluations validate that both drivers simultaneously steer impulsive buyer tendencies. The explanatory capacity of the model proves highly robust in capturing variations in spontaneous shopping behavior within this community. Consequently, integrating international label prestige with flash reduction tactics serves as a critical mechanism for accelerating product turnover within the digital secondary retail marketplace.