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All Journal Jukerdi: Jurnal Kewirausahaan Cerdas Dan Digital Jurnal Transformasi Bisnis Digital
Alfin Muslikhun
Institut Teknologi Statistika dan Bisnis (ITESA) Muhammadiyah Semarang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Strategi Promosi Digital di Era Instant Commerce dalam Meningkatkan Keputusan Pembelian di Klik Indomaret Alfin Muslikhun; Rosiana Ramadhon; Rowiyani Rowiyani; Mukhlidin Mukhlidin; Yelly Disti Nuraini; Sabna Selka Agustina Simanjuntak; Tri Mulyani
Jurnal Kewirausahaan Cerdas dan Digital Vol. 3 No. 4 (2026): Agustus: Jurnal Kewirausahaan Cerdas dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jukerdi.v3i4.1489

Abstract

This study aims to analyze the influence of discounts, free shipping, and live streaming on users’ purchasing decisions on the Klik Indomaret app. The research method used is quantitative with an associative approach. The population in this study consists of consumers who have shopped via the Klik Indomaret app. The sample was determined using purposive sampling with the Lemeshow formula, resulting in a sample size of 100 respondents. Data collection was conducted through an online questionnaire. The data were analyzed using multiple linear regression via SPSS software. The results indicate that, individually, the variables of discounts and free shipping have a positive and significant effect on purchasing decisions. Conversely, the live streaming variable does not have a significant effect on purchasing decisions on the Klik Indomaret app. Simultaneously, all three variables had a significant effect on purchasing decisions. These results indicate that direct financial incentives in the form of discounts and free shipping remain the primary determinants for consumers when making online purchasing decisions for daily necessities, rather than interactive live-streaming promotions.
Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Online di Marketplace Shopee Alfin Muslikhun; Sutopo Sutopo
Jurnal Transformasi Bisnis Digital Vol. 1 No. 4 (2024): Juli : Jurnal Transformasi Bisnis Digital (JUTRABIDI)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jutrabidi.v1i4.202

Abstract

This study aims to analyze the factors that support the increase in online purchasing decisions in the Shopee marketplace. These factors consist of Online Customer Rating, Online Customer Review, Price, and Free Shipping. The population in this study were all Shopee user consumers with an unlimited number. While the sample used was all Shopee user consumers in the Gunungpati area and its surroundings which were calculated using the lemeshow formula and obtained 100 respondents. The results of hypothesis testing state that the four variables (Online Customer Rating, Online Customer Review, Price, and Free Shipping) have an influence on online purchasing decisions in the shopee marketplace both partially and simultaneously. Testing the coefficient of determination produces findings where the variables online customer rating, online customer review, price, free shipping are able to influence online purchasing decisions in the Shopee application by 89.5%. While the remaining 10.5% is influenced by other variables. Keywords : , , , ,
Co-Authors Mukhlidin Mukhlidin Rosiana Ramadhon Rowiyani Rowiyani Sabna Selka Agustina Simanjuntak Sutopo - Tri Mulyani Yelly Disti Nuraini