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The Effect of Discounts and Free Shipping on Shopee Marketplace Purchase Decisions with Advertising as Intervening Variable Nurainun Nurainun; Abd. Rasyid Syamsuri
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6163

Abstract

This study intends to examine the impact of free shipping and discounts on consumer purchasing decisions on the Shopee marketplace with advertising as an intervening variable. The Triviona Residential Community in Dusun VI Marindal II, North Sumatra, Indonesia, serves as the study's sample. Probability sampling using a straightforward random procedure and a sample size of 213 participants was the sampling technique employed in this investigation. SEM (Structural Equation Model) is used in this data analysis technique. The study's findings demonstrate that offering free shipping has a positive and significant impact on advertising. While the discount has a negative and insignificant impact on advertising. Free shipping has a negative and insignificant effect on buying choices. Subsequent research has demonstrated that discounts have a positive and significant impact on purchase choices. Purchase decisions are positively and significantly impacted by advertising. Then, through advertising, free delivery has a positive and significant impact on purchasing decisions. Discounts have a negative and insignificant impact on consumer decisions made as a result of advertising.
Co-Authors -, Mike Mayasari Abd. Rasyid Syamsuri Abdul Hadi Abdul Latif Abdullah, Ewintha Ayudia Abu Anwar Adinda Adinda Adinda Fayza Afriani Afriani Agustina, Tri Leni Ahmadi, Fikri Ahmadin Ahmadin Ajengsari, Desti Amri, Muhammad Faisal Lutfi Anastasya Sihaloho, Oksari Andriyani, Dwi Ratna Anggriani, Fita Aryani, Miya Asdar Asdar Asriani, Nia Basri Amin Candra Cuga Chalirafi, Chalirafi Cut Ratna Dewi Darwin Darwin Dasa Ismaimuza Efendi Efendi Eliza, Nova Elva Rahmah Fadila, Annur Febriyani Harahap, Nurul Febriyani, Nur Amna Gamar Abdullah Gedde, Rahmawati Deran Gurning, Umairah Rizkya Hafidzah, Nur Hafsah, Nur Halking Halking, Halking Hamdiah Hamdiah Harahap, Nurul Febriyani Hartika Dewi Hasan, Marbella Hasanuddin Hasanuddin Heriyana Heriyana Herlina Ahmad, Herlina Hutasoit, Ardawani I Wayan Sudarsana Indratanto, Samudra Putra Inggih Permana Irvin Novita Arifin Ismail, Apriani Ismail, Reska Putri Ivanna, Julia Jamaludin . Jaya, Irhas Juliana, Fitri Julianda, Arif Junaidi Junaidi Junaidi Junaidi Khairunnisa, Cindy Kholidah Nur Kleden, Kristoforus Laga Lubis, Rizka Amalia Lumban Gaol, Dahlianatalia Lusianah Lusianah Mayana Futri Mayzhura Mayzhura Meinarni, Welli Meylan Saleh Mila Rizky Monoarfa, Fidyawati Muchsin Muchsin Muhammad Jailani Muhammad Sarlin Muhammad Umar Maya Putra Murtiningsih Murtiningsih Najamuddin Najamuddin Nasution, Rika Safitri Naufal Bachri, Naufal Nazarullah, M. Nazira, Iga Ngadi, Nurul Fidia Ningsih, Sri Wulandari Nirmala Nirmala, Nirmala Nur Halifah, Nur Nur Halimah Nur Hayati Nur Rahma, Fatiya Nur Sakinah Aries Nurdevi, Nurdevi Nurdiyanti, Aina Nurhayati Nurhayati Nurhidayati Nurhidayati Nurlinda Nurlinda, Nurlinda Nurmalina, Fani Octavia, Sania Fitri Oktureja Pasaribu, Stevan Pasaribu, Nopi Yanti Ar Rahma Pipin Kurnia Pomalingo, Pomalingo Pratama, Muhammad Yoga Putri Mellita Sari, Cut Rahimah, Ainun Rahma Ashari Hamzah Rahmadani, Diah Suci Rambe, Mirza Syadat Rasyimah Rasyimah Ratnawati Ratnawati Ria Nelly Sari Riono, Siswan Rivai, Samsiar Rustam I. Husain Rusydi Abubakar Sabila, Elliza Sahkholid Nasution Saipi, Andre Salamun, Febri Rahma Alisya Samsi Pomalingo, Samsi satria wiguna SAUDAH SAUDAH Selvy Musdalifah Sepriani, Elsa Sharmila, Sharmila Siregar, Salsabila Balqis Siti Maimunah Sri Yunita Sukayasa Sukino Sukmawati Sukmawati Sulaimana, Sulaimana Sulastri Sulastri Sulemana, Sulemana Sulvina, Ardilla Syamsidah, Syamsidah Syamsuddin Syamsuddin Taib, Zulkifli Tamba, Relly Tarigan, Aprianta Taufiq Eka Riandhana Ulfah, St. Maria Wahyudi Wahyudi Wirman, Wirman Yuliana Yuliana Yunus, Nur Hafsa Yusniar, Yusniar Yusuf, Chairil Anaz