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Journal : Neraca Manajemen, Akuntansi, dan Ekonomi

PENGARUH GRATIS ONGKOS KIRIM DAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN DENGAN IKLAN SHOPEE SEBAGAI VARIABEL MODERASI Rohayati, Rohayati; Rahayu, Rahayu; M.Syamsul Hidayat
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 7 No. 12 (2024): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v7i12.5420

Abstract

ABSTRAK The development of digital technology has encouraged e-commerce in Indonesia. Shopee is one of the most popular e-commerce sites. There are various types of marketing strategies to attract consumer interest, including free shipping and flash sales. This research aims to analyze the influence of free shipping and flash sales on purchasing decisions with Shopee advertising as a moderating variable. This research uses quantitative methods with primary data through questionnaires to 100 Shopee users in Mojokerto Regency and was tested using SPSS (Statistical Product and Services Solution) 22. Data was analyzed using multiple linear regression techniques and MRA (Moderated Regression Analysis). The results of the research show that free shipping has a positive and significant effect on purchasing decisions with a regression coefficient b of 0.757, flash sales have a positive and significant effect on purchasing decisions with a regression coefficient b of 0.228, Shopee advertising is proven to strongly moderate the relationship between free shipping costs on purchasing decisions with a significant value of 0.001, Shopee advertising is proven to strongly moderate the relationship between flash sales and purchasing decisions with a significant value of 0.002. Keywords: Flash Sale, Free Shipping, Shopee Ads, Purchase Decision ABSTRAK Perkembangan teknologi digital telah mendorong e-commerce di Indonesia. Shopee menjadi salah satu e-commerce yang paling banyak diminati. Terdapat berbagai jenis strategi marketing untuk menarik minat konsumen, diantaranya gratis ongkos kirim dan flash sale. Penelitian ini bertujuan untuk menganilisis pengaruh gratis ongkos kirim dan flash sale terhadap keputusan pembelian dengan iklan Shopee sebagai variabel moderasi. Penelitian ini menggunakan metode kuantitatif dengan data primer melalui kuesioner terhadap 100 pengguna Shopee di Kabupaten Mojokerto dan di uji menggunakan SPSS (Statistical Product and Services Solution) 22. Data di analisis menggunakan teknik regresi linier berganda dan MRA (Moderated Regression Analysis). Hasil penelitian menunjukkan bahwa gratis ongkos kirim berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien regresi b sebesar 0,757, flash sale berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien regresi b sebesar 0, 228, iklan Shopee terbukti memoderasi secara kuat hubungan antara gratis ongkos kirim terhadap keputusan pembelian dengan nilai signifikan sebesar 0,001, iklan Shopee terbukti memoderasi secara kuat hubungan antara flash sale terhadap keputusan pembelian dengan nilai signifikan sebesar 0,002. Kata Kunci : Flash sale, Gratis Ongkos Kirim, Iklan Shopee, Keputusan Pembelian
Co-Authors Agus Irwandi, Agus Ahyati, Inayatul Ulya Alhidayatillah, Nur Andi Thahir Andoyo Sastromiharjo Anggraeni, Sumi Annisa Nurul Puteri Arizal, Arizal Armi, Armi Asrul Asrul Astuti, Retno Zen Ausof, Afin Ayu, Yennyka Dwi Budi, Setia Budiana, Lufthy Leidi Dadang S Anshori Damar Saputri, Sukma Ajeng Dhanif, Ahmad Diana, Sirlii Dwi Isnaini, Septi Dwi Widjanarko Eka Nugraha, Bayu Eka Nur Baiti, Shallivia El Qorny, Ashief Emosda , Emosda Erny Tajib Ery Natalina Kristianingsih, Yosefhine Etty Rekawati Febria Nalurita Febriaty, Sary Fitriani Fitriani Fitriyyah, Mustiqowati Ummul Ghozali, Ade Ahmad Ginda Ginda Hady, Hamdy Hairi, Said Alwi Zulfikri Hamdani, Acep Roni Hanifah, Rani Aulia Hardinto, Raden Kelik Harmaini Harmaini Hasnah, Melda Nur Hermanto Yaputra Hery Widijanto Hidayat Saputra, Febri Indra, Asep Iin Nur Irwinsyah, Irwinsyah Istikomah Istikomah Jahra, Repita Jamilah Jamilah Kurniawan, Entuy Lastriyanti, Lastriyanti Latif , Nuraida Lilis Suryani Lina Herida Pinem Linda Permanasari, Linda M. Sabir, Fitriana M.Syamsul Hidayat Mamat Rahmat maulina Zain, Salwa Merdekawati, Fusvita Muhammad fauzan Muhammad Soim, Muhammad Mumun, Nyai Mustafa Nanik Wijayati Nina Marliana, Nina Noerfitri, Noerfitri Nur Indra, Asep Iin Nur Qudus Nurhayati, Nuli Permana, Gusti Putra Poppy Fitriyani Pradana, Anung Ahadi Purwati Purwati Qadri, Muhammad Qadri Rahayu Rahayu Rahayu Sri Purnami Rahayu, Ira Gustira Rahma, Putri Endah Rahmat Hidayat Rahmawati, Rahmawati Reza Edwin Sulistyaningtyas Rizhal Hendi Ristanto Ronny Mantala, Ronny Said Muhammad, Said Saraswati Sari Hepy Maharani, Sari Hepy Sartika Sartika Sartono, Nurmasari Shanti , Ignatia Maria Siti Fatonah Siti Salamah Sufa, Hafizah Ilmi Sugihartina, Ganthina Sulaeman Sulaeman Sulastri Sulastri Sulehu, Marwa Sumarni Sumarni Susana, Eva Susi Hartati Syahrurromadhan, Gempa Fi Syihabuddin Syihabuddin Umami, Ijah Uswatun, Uswatun Utami, Listia wahyuning Qur’Aini, Putri Wildan Wildan Windasari, Suci Woro Sumarni Yamansah, Yamansah Yana Setiawan Yeni Rahmawati, Yeni Yuliardi, Ricki Zaitun, Siti Zena Syaifillah, Umar Syah Zulfatun Janah, Dwi Rahma Zuri Rismiarti