The Effect Of Flash Sale And Free Shipping On Purchase Decisions Of Shopee E-Commerce Users In Bengkulu City
Year: 2024
Type: conference-paper
Study design: Observational Study
Abstract: The purpose of this study was to determine the effect of flash sales and free shipping on purchasing decisions on Shopee e-commerce users in Bengkulu City. This research method uses quantitative research, the sample in this study was the community of Shopee users in Bengkulu City totaling 130 people. The results of multiple linear regression analysis show Y = 13.732 + 0.429 X1 + 0.448 X2. Flash sales have a significant effect on purchasing decisions on Shopee e-commerce users in Bengkulu City because the significance value of 0.000 is smaller than 0.05. This illustrates that the more flash sales increase, the more purchasing decisions will increase. Free shipping has a significant effect on purchasing decisions for Shopee e-commerce users in Bengkulu City because the significance value of 0.000 is smaller than 0.05. This illustrates that the more free shipping increases, the purchasing decision will also increase. Flash sale and free shipping have a significant effect simultaneously on purchasing decisions for Shopee e-commerce users in Bengkulu City because the significance value of 0.000 is smaller than 0.05.
Authors: Rina Ardiana, Ahmad Soleh, M. Rahman Febliansa
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408274148