JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Pengaruh Gratis Ongkos Kirim, Potongan Harga, Iklan, Flash Sale, dan Cashback terhadap Minat Beli Konsumen Shopee di Surabaya

Novadinastia , Faiza Aulia (Unknown)
Rusdianto, R. Yuniardi (Unknown)

Article Info

Publish Date
24 Jun 2026

Abstract

This study examines the effects of free shipping, discounts, advertising, flash sales, and cashback on purchase intention among Shopee consumers in Surabaya. Using a quantitative approach, data were collected from 160 respondents selected through purposive sampling via an online questionnaire and analyzed using SPSS. The results show that independent variables simultaneously have a significant effect on purchase intention. Partially, discounts, advertising, and cashback significantly influence purchase intention, while free shipping and flash sales have no significant effect. These findings highlight the strategic role of selected promotional tools in strengthening consumer purchase intention. Keywords: Free Shipping; Discounts; Advertising; Flash Sale; Cashback; Purchase Intention

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...