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Jurnal Partisipatoris
Published by Universitas Muhammadiyah Malang
ISSN : 27152421     EISSN : 26563428     DOI : 10.22219
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Partisipatoris adalah media untuk publikasi artikel ilmiah di bidang kajian sosiologi, yang bersifat terbuka bagi mahasiswa, dosen, guru, praktisi dan umum sepanjang sesuai dengan ruang lingkup jurnal Partisipatoris. Adapun ruang lingkup jurnal partisipatoris adalah prospek, peluang dan tantangan sosiologi indonesia; isu-isu mutakhir sosiologi sebagai ilmu murni dan terapan; hasil penelitian (penelitian aksi partisipatoris, penelitian tindakan kelas, Fenomenologi, Etnografi, Studi kasus), Ringkasan dan atau pengembangan skripsi / tesis / disertasi / hasil survei yang belum pernah diterbitkan di media lain.
Arjuna Subject : Ilmu Sosial - Sosiologi dan Ilmu Politik
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Search results for , issue "Vol. 7 No. 01 (2025): March" : 1 Documents clear
Pengaruh Diskon Dan Cashback Terhadap Frekuensi Pembelian Pada Aplikasi Shopeefood Di Wilayah Kabupaten Jember Nabila, Naylul; Wardhani, Roro Aditya Novi Wardhani; Epriliyana, Nike Norma
Jurnal Partisipatoris Vol. 7 No. 01 (2025): March
Publisher : University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jp.v7i01.37134

Abstract

This study aims to examine the effect of discount and cashback programs on the frequency of purchases on the Shopeefood application. The background of this research is the rapid development of e-commerce in Indonesia, where Shopee remains the leader with the highest number of monthly visits by 2023. Shopeefood, as one of the main services on this platform, uses various promotional strategies to attract more users, one of which is the discount and cashback program. This study highlights that Shopeefood's strategies, especially the use of discounts and cashback, contribute to an increase in transactions. Discounts provide an immediate price cut that appeals to consumers while cashback offers a financial incentive in the form of a refund that encourages consumers to shop more frequently in the future. However, there are some complaints from consumers regarding the relatively long period of receiving cashback and the less transparent application process, which may affect their level of satisfaction. Through a quantitative approach with multiple linear regression analysis and hypothesis testing, this study found that discount and cashback programs have a significant influence on the frequency of purchases at Shopeefood. The results of this study are expected to provide valuable insights for companies to develop more effective marketing strategies, not only in increasing purchase frequency, but also in building consumer loyalty amid increasingly fierce competition in the food delivery service industry.

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