The Effect of Price and Free Shipping on Purchasing Decisions in E-Commerce Shopee on Students of The Faculty of Economics Pasim National University

Dahlan Ramdhani (PASIM National University, Bandung)
Rahma Maulina (PASIM National University, Bandung)

International Journal of Integrative Sciences
Vol. 2 No. 9 (2023): September 2023

This research was conducted on Pasim National University Faculty of Economics students who making purchases online on the Shopee platform. The research methodology applied in this study is a descriptive approach along with an associative approach. A total of 124 participants were sampled in this study, and the sampling technique used was stratified proportional random sampling. In addition, multiple linear regression analysis was also conducted, which involved t-test and f-test. Based on the results of the study, the independent variables (price and free shipping) show that there are factors that influence the dependent variable (purchasing decision) by 60.5%. The magnitude of the effect of the price variable on purchasing decisions is 16.3%, and the magnitude of the effect of free shipping on purchasing decisions is 44.1%. The implication of this research is that shopee can maintain price variations in order to compete with other e-commerce, also pay attention to product prices to match the quality provided and pay attention to providing free shipping without a minimum purchase so that consumers decide to buy in shopee e-commerce