Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Andriani, Vira
Unknown Affiliation
Economics, Econometrics & Finance Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Efek Penggunaan Diskon dan Cashback Terhadap Keputusan Pembelian Konsumen pada Media Sosial Shopee Andriani, Vira
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 3 (2025): Oktober: Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v5i3.1379

Abstract

This study aims to analyze the influence of discounts and cashback on consumer purchase decisions on the Shopee e-commerce platform, especially in Pontianak City. Using a quantitative approach with the Partial Least Squares (PLS) analysis technique version 4, this study processed data from respondents who were active users of Shopee who had used the promotion feature. The results of the study show that discounts and cashback have a positive and significant effect on purchase decisions, with cashback having a more dominant influence. In addition, cashback also mediates the effect of discounts on purchase decisions significantly. These findings indicate that consumers tend to respond more to promotions with long-term profits. The implications of these results show the importance of designing a sustainable promotional strategy to increase consumer loyalty and purchase intent in the e-commerce ecosystem.
Co-Authors