PENGARUH GRATIS ONGKOS KIRIM DAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN DENGAN IKLAN SHOPEE SEBAGAI VARIABEL MODERASI - Rohayati, Rohayati; Rahayu, Rahayu; M.Syamsul Hidayat (Cahaya Ilmu Bangsa, 2024)
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