Impact of discounts and free shipping on purchase decisions
DOI:
https://doi.org/10.28932/vikara.v2i1.14432Keywords:
discounts, free shipping, purchase decisions, ShopeeAbstract
Shopee is an online buying and selling platform with a consignment system and integrated digital service ecosystem support to facilitate consumers' routine shopping. This study aims to analyze impact of discounts and free shipping on Shopee marketplace purchase decisions. A total of 180 respondents in the Bandung City area were involved in this inferential quantitative study, by applying certain criteria through purposive sampling techniques. Statistical analysis in this study was processed using the multiple linear regression method. Purchasing decisions are significantly influenced by the combination of discount and free shipping variables. Furthermore, partial analysis confirms that both discount and free shipping have a significant positive effect on driving transactions, which the discount variable is the biggest factor in driving purchasing decisions. This shows that promotion strategies through discount programs are more effective than free shipping programs.References
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