Pengaruh Promosi Gratis Ongkir dan Diskon Terhadap Keputusan Pembelian Pada Pengguna Shopee
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Abstract
The rapid growth of e-commerce in Indonesia has intensified competition among digital marketplaces, encouraging platforms such as Shopee to implement various promotional strategies, particularly free-shipping promotions and discounts. This study aims to examine the effects of free-shipping promotions and discounts on purchase decisions among Shopee users. A quantitative research design with a survey approach was employed. Data were collected through questionnaires distributed to 117 Shopee users who had made purchases using free-shipping and discount promotions. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, an F-test, and the coefficient of determination (R²). The results demonstrate that free-shipping promotions have a positive and significant effect on purchase decisions, with a regression coefficient of 0.217, a t-value of 3.060, and a significance level of 0.003. Discounts also have a positive and significant effect on purchase decisions, with a regression coefficient of 0.642, a t-value of 6.526, and a significance level of 0.000, indicating that discounts have a stronger effect on purchase decisions than free-shipping promotions. Furthermore, free-shipping promotions and discounts simultaneously have a significant effect on purchase decisions, with an F-value of 146.842 and a significance level of 0.000. The coefficient of determination (R²) of 0.752 indicates that 75.2% of the variation in purchase decisions can be explained by free-shipping promotions and discounts, while the remaining 24.8% is attributable to other factors outside the research model. These findings highlight the importance of optimizing free-shipping and discount strategies to encourage consumer purchase decisions on e-commerce platforms
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