Pengaruh Promosi Penjualan Dan Pengalaman Belanja Online Terhadap Keputusan Pembelian Saat Event Harbolnas Pada Pengguna Shopee Di Jakarta Selatan
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Abstract
E-commerce growth pushes consumers away from conventional shopping toward digital shopping. Shopee holds the largest user base among marketplaces in Indonesia and runs the National Online Shopping Day (Harbolnas) event to boost transactions. Sales promotions such as discounts, cashback, and free-shipping vouchers attract consumers strongly. Online shopping experience also shapes purchase decisions because it covers app navigation ease and the quality of consumer interaction with the platform. This study tests the effect of sales promotion on purchase decisions, the effect of online shopping experience on purchase decisions, and the simultaneous effect of both variables on purchase decisions during the Harbolnas event among Shopee users in South Jakarta. The study uses a quantitative method with purposive sampling. The researcher collected data through a questionnaire from 96 Shopee users in South Jakarta who had made purchases during Harbolnas. The researcher analyzed the data using SPSS version 20 through validity testing, reliability testing, classical assumption testing, partial testing (t-test), simultaneous testing (F-test), coefficient of determination testing, and multiple linear regression analysis. The results show that sales promotion has a positive and significant effect on purchase decisions, with a significance value of 0.000. Online shopping experience also has a positive and significant effect on purchase decisions, with a significance value of 0.000. Sales promotion and online shopping experience together have a positive and significant simultaneous effect on purchase decisions, with a significance value of 0.000. The coefficient of determination shows that sales promotion and online shopping experience jointly contribute 80% to purchase decisions, consisting of 37% from sales promotion and 43% from online shopping experience, while other factors outside this study account for the remaining 20%.
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References
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