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All Journal International Journal Management and Economic (IJME)
Ardiprawiro
Gunadarma University
Economics, Econometrics & Finance

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THE INFLUENCE OF EVENTS, ADVERTISING, AND SALES PROMOTIONS ON PURCHASE DECISIONS FOR SHOPEE PRODUCTS Ardiprawiro
International Journal Management and Economic Vol. 5 No. 2 (2026): May: International Journal Management and Economic
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijme.v5i2.2821

Abstract

This study examines the influence of e-marketing strategies, specifically events, advertising, and sales promotion, on consumer purchase decisions for Shopee products. A quantitative approach was employed using primary data collected from 105 respondents through a structured questionnaire, with sampling conducted via probability sampling. Data analysis included validity, reliability, normality, multicollinearity, heteroscedasticity tests, multiple linear regression, coefficient of determination, F-test, and t-test using SPSS version 29. The results reveal that the event variable does not have a direct significant effect on purchase decisions, whereas both advertising and sales promotion exhibit a direct and positive influence. Among the three, sales promotion is the most dominant factor affecting purchase decisions. These findings underscore the importance of prioritizing advertising and promotional strategies in e-commerce marketing to enhance consumer purchasing behavior.
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