Pengaruh Flash Sale Dan Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada Konsumen Shopee Di Kota Pekanbaru
Keywords:
Flash Sale, Free Shipping, Purchase DecisionAbstract
This study aims to determine and investigate the ways in which flash Customers of
Pekanbaru City Shopee are influenced by discounts and free delivery when making purchases. All
of the people that shop at Shopee in Pekanbaru City were used in this investigation. 98 individuals
who met the following requirements—being at least 15 years old, residing in Pekanbaru, and
having made at least two Shopee purchases—formed up the study's sample size. The technique
employed in this investigation was purposive sampling. (1) Flash sales have a significant and
positive impact on purchase decisions; (2) free shipping has a significant and positive impact on
purchase decisions; (3) both flash sales and free shipping have a significant impact on purchase
decisions; and (4) the combined impact of flash sales and free shipping on purchase decisions was
67.2%. according to the research's findings using hypothesis testing analysis. while other factors
not covered in this study had an impact on the remaining 32.8%. Research suggests that Shopee
could expand the quantity of flash sales. Shopee needs to be more explicit about the terms and
limitations for free delivery during key periods like the end of the month, national holidays, or
payday occasions to avoid creating unfavorable impressions because of misplaced expectations.
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