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All Journal Jurnal Manajemen Strategis: Jurnal Mantra
Jemadi Jemadi
Universitas Proklamasi 45
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Price Discount dan Promo Gratis Ongkos Kirim terhadap Keputusan Pembelian pada Marketplace Shopee Septia Putri Wulandari; Jemadi Jemadi
Jurnal Manajemen Strategis: Jurnal Mantra Vol. 2 No. 01 (2025)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmt.v2i01.2513

Abstract

This research examines the influence of price discounts and free shipping promotions on purchasing decisions on Shopee, particularly among price-sensitive students. The sampling method used is accidental sampling with sample calculation using the Slovin formula, resulting in 100 respondents. Data analysis includes validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression, F-tests, t-tests, determination coefficients, and data processing with SPSS 20. The research results show that price discounts and free shipping have a positive and significant effect on purchase decisions. Nevertheless, marketing strategies that focus on free shipping are more effective than simply offering price discounts in increasing customer purchase decisions.
Co-Authors Septia Putri Wulandari