PENGARUH PROMO FLASH SALE DAN GRATIS ONGKIR SHOPEE TERHADAP KEPUTUSAN PEMBELIAN PADA GEN Z DI KOTA SALATIGA
Abstract
Pengaruh flash sale dan free shipping terhadap keputusan pembelian e-commerce telah menarik perhatian yang signifikan dalam beberapa tahun terakhir, terutama karena belanja online terus berkembang sebagai respons terhadap perubahan perilaku konsumen dan kemajuan teknologi. Flash sale yang ditandai dengan diskon terbatas waktu, menciptakan rasa urgensi yang dapat berdampak signifikan terhadap keputusan pembelian konsumen. Penelitian ini mengkaji bagaimana flash sale dan free shipping memengaruhi keputusan pembelian produk e-commerce Shopee di kalangan Gen Z di Kota Salatiga. Penelitian ini memiliki kontribusi praktis yang dapat dipertimbangkan bagi platform e-commerce mengenai strategi promosi untuk meningkatkan penjualan. Penelitian ini menggunakan 100 responden berusia 17-27 tahun sebagai sampel dengan teknik purposive sampling. Penilaian menggunakan skala likert dengan kuesioner sebagai instrumen penelitian. Regresi linier berganda merupakan teknik analisis data yang digunakan dengan bantuan aplikasi SPSS 29 untuk pengolahan data statistik. Hasil penelitian menunjukkan bahwa variabel flash sale dan free shipping berpengaruh signifikan terhadap variabel keputusan pembelian produk e-commerce, baik secara parsial maupun simultan. Nilai signifikansi dalam uji statistik di bawah 0,05.
Keywords
Full Text:
PDFReferences
Alabi, O. O., Ayinde, K., Babalola, O. E., Bello, H. A., & Okon, E. C. (2020). Effects of Multicollinearity on Type I Error of Some Methods of Detecting Heteroscedasticity in Linear Regression Model. Open Journal of Statistics, 10(04), 664–677. https://doi.org/10.4236/ojs.2020.104041
Alita, D., Putra, A. D., & Darwis, D. (2021). Analysis of Classic Assumption Test and Multiple Linear Regression Coefficient Test For Employee Structural Office Recommendation. IJCCS (Indonesian Journal of Computing and Cybernetics Systems), 15(3), 295. https://doi.org/10.22146/ijccs.65586
Andriyana, A. S., Suparno, S., & Wibowo, A. (2023). The Effect of Flash Sale on Purchasing Decisions: A Theoretical Approach. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 1(1), 651–658.
Aprianto, R., Famalika, A., Idayati, I., Derli, & Hikam, I. N. (2024). Examining Influencers Role in TikTok Shop’s Promotional Strategies and Consumer Purchases. APTISI Transactions on Technopreneurship, 6(1), 13–28. https://doi.org/10.34306/att.v6i1.376
Dwitama, Y., Syofian, S., & Safrianti, S. (2024). Pengaruh Penilaian Produk, Gratis Ongkos Kirim, dan Potongan Harga terhadap Keputusan Pembelian Pakaian Pria di E-Commerce Shopee di Kota Bengkulu. Jurnal Manajemen Bisnis Dan Keuangan, 5(1), 107–116.
Fanani, Y. D. (2023). Shopee Pay Free Shipping Promotion Moderation on Customer Satisfaction. JSSBS, 1(1), 27–41. https://doi.org/10.61487/jssbs.v1i1.12
Febriah, I. (2023). The Influence of Tiktok Live Video Streaming, Price Discounts, and Free Shipping on Purchase Decisions. Perfect Education Fairy, 1(2), 36–44. https://doi.org/10.56442/pef.v1i2.305
Ferdinand, A. (2014). Metode Penelitian Manajemen: Pedoman Penelitian Untuk Penulisan Skripsi,Tesis Dan Disertasi Ilmu Manajemen. Edisi kelima. In Badan Penerbit Universitas Diponegoro.
Fitzner, K. (2007). Reliability and validity: A quick review. Diabetes Educator, 33(5), 775–780. https://doi.org/10.1177/0145721707308172
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (Edisi 10). Badan Penerbit Universitas Diponegoro.
Gunawan, A. V., Linawati, L., Pranandito, D., & Kartono, R. (2019). The Determinant Factors of E-Commerce Purchase Decision in Jakarta and Tangerang. Binus Business Review, 10(1), 21–29. https://doi.org/10.21512/bbr.v10i1.5379
Heryawan, K. C., & Kristiawan, A. (2024). Peranan Kepercayaan, Kemudahan, dan Kualitas Informasi Pada Keputusan Pembelian Melalui E-Commerce Shopee Mahasiswa Kota Bandung. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 11(1), 579–593.
Humairoh, H. (2023). E-Commerce Platform: Free Shipping Promotion Moderation on Customer Satisfaction. International Journal of Advanced Multidisciplinary, 1(4), 423–435. https://doi.org/10.38035/ijam.v1i4.160
Jannah, M., Wahono, B., & Khalikussabir. (2019). Pengaruh Diskon Flash Sale, Rating dan Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada Marketplace Shopee. Jurnal Ilmiah Riset Manajemen, 10(13), 38–51. www.indotelko.com
Jannah, M., Wahono, B., & Khalikussabir, K. (2022). Pengaruh Diskon Flash Sale, Rating dan Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada Marketplace Shopee. E-JRM: Elektronik Jurnal Riset Manajemen, 10(13).
Kidane, T. T., & Sharma, R. R. K. (2016). Factors Affecting Consumers’ Purchasing Decision Through E-commerce. Proceedings of the International Conference on Industrial Engineering and Operations Management, 8-10 March, 159–165.
Lasander, C. (2013). Citra Merek, Kualitas Produk, dan Promosi Pengaruhnya Terhadap Kepuasan Konsumen Pada Makanan Tradisional. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntans, 1(3), 233–354.
Lestari, A. N. (2023). The Influence of Shopee’s Flash Sale Promotion and “Free Shipping” Tagline on the Buying Interest of Young People in Sukabumi City. 117–124. https://doi.org/10.2991/978-94-6463-226-2_10
Li, G., Sheng, L., & Zhan, D. (2023). Designing Shipping Policies with Top‐Up Options to Qualify for Free Delivery. Production and Operations Management, 32(9), 2704–2722.
Liu, X., Zhou, Y. W., Shen, Y., Ge, C., & Jiang, J. (2021). Zooming in the impacts of merchants’ participation in transformation from online flash sale to mixed sale e-commerce platform. Information and Management, 58(2), 103409. https://doi.org/10.1016/j.im.2020.103409
Mita, M., Pranatasari, F. D., & Kristia, K. (2021). Analisis Pengaruh Harga, Kemudahan Penggunaan, dan Ulasan Konsumen Daring Terhadap Keputusan Pembelian Pada Marketplace Shopee. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(4), 548–557.
Niu, R., Xie, G., Chen, L., Zhao, L., & Wu, M. (2023). Information Gain in Alternative Data: Evidence From E‐commerce Sales and Analyst Earnings Forecasts. Managerial and Decision Economics, 44(6), 3056–3076.
Panentu, D., Irfan, M., RSUP Moh Hosein, F., Fisioterapi Universitas Esa Unggul, F., & Jend Sudirman Km, J. (2013). MOCA-Ina) Pada Insan Pasca Stroke Fase Recovery Jurnal Fisioterapi. 13(April), 55.
Prasetyo, E. B., & Zen, F. (2020). The Effect of Discount Price on Purchasing Intentions Through Consumer’s Perceived Risk in The Flash Sale Program at Shopee. 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019), 633–643.
Rabbani, M., Hermawan, J. H., Utomo, K., Gunawan, R. G., & Wijaya, T. K. (2023). Does Free Shipping Affect Purchasing Decisions in E-Commerce in Indonesia? Indonesian Journal of Computer Science, 12(1). https://doi.org/10.33022/ijcs.v12i1.3159
Ramanayake, H. R. D. A. N. (2023). The Impact of Hedonic Shopping Motives on Online Fashion Clothing Shoppers’ Compulsive Buying Behaviour in Sri Lanka. Colombo Journal of Multi-Disciplinary Research, 8(1–2), 51–74. https://doi.org/10.4038/cjmr.v8i1-2.75
Rosário, A., & Raimundo, R. (2021). Consumer Marketing Strategy and E-commerce in The Last Decade: a Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3003–3024.
Rusni, A., & Solihin, A. (2022). Pengaruh Motivasi Belanja Hedonis, Diskon Harga dan Tagline “Gratis Ongkir” Terhadap Keputusan Pembelian Impulsif Secara Online di Shopee. Jurnal Ilmiah Manajemen Dan Bisnis, 7(2), 167–179. https://doi.org/https://doi.org/10.38043/jimb.v7i2.3841
Sari, S. A., Jushermi, J., & Rahayu, D. D. (2024). Pengaruh Diskon Gratis Ongkos Kirim dan Pembayaran COD pada E-Commerce Shopee Terhadap Positive Emotion dan Pembelian Implusif Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Riau. Journal of Management Accounting, Tax and Production, 2(2), 694–703.
Shehu, E., Papies, D., & Neslin, S. A. (2020). Free Shipping Promotions and Product Returns. Journal of Marketing Research, 57(4), 640–658. https://doi.org/10.1177/0022243720921812
Sundjaja, A. M., Arisanto, G. V, & Fatimah, S. N. (2020). The Determinant Factors of E-Commerce Usage Behavior During Flash Sale Program. Commit (Communication and Information Technology) Journal, 14(2), 65–72. https://doi.org/10.21512/commit.v14i2.6582
Wahid, S. A., Ahmad, M., & Ijaz, H. (2024). Impact of Perceived Benefits and Perceived Risks on Online Shopping Behaiour with Mediating Role of Purchase Intention. Bulletin of Business and Economics (BBE), 13(1).
Wang, H. (2023). Exploring the Interactive Relationship Between Retailers’ Free Shipping Decisions and Manufacturers’ Product Sales in Digital Retailing. Sustainability, 15(17), 12762. https://doi.org/10.3390/su151712762
Yonatan, A. Z. (2024). Shopee Jadi E-Commerce Terpopuler Selama Ramadan 2024. GoodStats. https://data.goodstats.id/statistic/shopee-jadi-e-commerce-terpopuler-selama-ramadan-2024-okoyp
Yulistiyani, N., Afwa, A., & Puspita, A. (2024). Pengaruh Promo Gratis Ongkos Kirim dan Online Customer Review terhadap Keputusan Pembelian pada Event Tanggal Kembar Shopee di Pekanbaru. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 18(1), 20–37.
Zaman, N. U., Ahmed, A., Ghutai, G., Brohi, M. A., & Durrani, M. Z. (2023). Online Consumerism: Customer’s Orientation in E-Buying Impulsivity. Research Journal for Societal Issues, 5(1), 1–26. https://doi.org/10.56976/rjsi.v5i1.68
Zuniarti, I., Yuniasih, I., Martana, I. K., Setyaningsih, E. D., Susilowati, I. H., Pramularso, E. Y., & Astuti, D. (2021). The Effect of The Presence of E-commerce on Consumer Purchasing Decisions. International Journal of Data and Network Science, 5(3), 479–484. https://doi.org/10.5267/j.ijdns.2021.3.005
Refbacks
- There are currently no refbacks.
