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All Journal JURNAL MANAJEMEN MOTIVASI
Novadinastia , Faiza Aulia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Gratis Ongkos Kirim, Potongan Harga, Iklan, Flash Sale, dan Cashback terhadap Minat Beli Konsumen Shopee di Surabaya Novadinastia , Faiza Aulia; Rusdianto, R. Yuniardi
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.9051

Abstract

This study examines the effects of free shipping, discounts, advertising, flash sales, and cashback on purchase intention among Shopee consumers in Surabaya. Using a quantitative approach, data were collected from 160 respondents selected through purposive sampling via an online questionnaire and analyzed using SPSS. The results show that independent variables simultaneously have a significant effect on purchase intention. Partially, discounts, advertising, and cashback significantly influence purchase intention, while free shipping and flash sales have no significant effect. These findings highlight the strategic role of selected promotional tools in strengthening consumer purchase intention. Keywords: Free Shipping; Discounts; Advertising; Flash Sale; Cashback; Purchase Intention
Co-Authors R. Yuniardi Rusdianto