Strategi Promosi Digital di Era Instant Commerce dalam Meningkatkan Keputusan Pembelian di Klik Indomaret

Alfin Muslikhun (Institut Teknologi Statistika dan Bisnis (ITESA) Muhammadiyah Semarang)
Rosiana Ramadhon (Sekolah Tinggi Ilmu Ekonomi Dharma Putra Semarang)
Rowiyani Rowiyani (Institut Teknologi Statistika dan Bisnis Muhammadiyah Semarang)
Mukhlidin Mukhlidin (Institut Teknologi Statistika dan Bisnis Muhammadiyah Semarang)
Yelly Disti Nuraini (Institut Teknologi Statistika dan Bisnis Muhammadiyah Semarang)
Sabna Selka Agustina Simanjuntak (Institut Teknologi Statistika dan Bisnis Muhammadiyah Semarang)
Tri Mulyani (Institut Teknologi Statistika dan Bisnis Muhammadiyah Semarang)

Jukerdi: Jurnal Kewirausahaan Cerdas Dan Digital
Vol. 3 No. 4 (2026): Agustus: Jurnal Kewirausahaan Cerdas dan Digital

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.