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; Rahma Maulina

doi:10.55927/ijis.v2i9.5967

Authors

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

DOI:

https://doi.org/10.55927/ijis.v2i9.5967

Keywords:

Price, Free Shipping, Purchase Decision

Abstract

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

Downloads

Download data is not yet available.

References

Ahdiat, A. (2022) Pengguna Internet di Indonesia Awal 2022, Databoks. Available at: https://databoks.katadata.co.id/datapublish/2022/03 /23/ada-2047-juta-pengguna-internet-di-indonesia-awal-2022 laporan We Are Social,tercatat sebanyak 202%2C6 juta.

Akmal Hidayat, Dinar, Zulkifli, R.S.A. (2022) ‘PENGARUH HARGA JUAL DAN PROMOSI GRATIS ONGKIR TERHADAP KEPUTUSAN PEMBELIAN ONLINE’, journal of Management, 3(5).

Amstrong, K. dan. (2016). Marketing an Introduction (Edisi 13). Pearson Education.

Assauri, S. (2018). Manajemen Pemasaran. PT. Raja Grafindo Persada.

Ayi Muhiban, N.F.R. (2023) ‘Infuence of Product Quality and Price on Purchase Decision (Case Study on Consumers in Bumi Rempah Padalarang UMKM, West Bandung District)’, Internasional Journal of Integrative Sciences, 2(5).

Azizah, L.N. Pendiri Shopee dan Kisah Perjalanan Karirnya, Gramedia Asri Media. Available at: https://www.gramedia.com.

Budi Prasetiyo, D.P. (2022) ‘Pengaruh Kepercayaan Konsumen dan Persepsi Harga Terhadap Minat Beli Ulang Pada Situs Belanja Online Shopee.Co.id’, Jurnal Bisnis dan Teknologi, 14(1).

Diana, F. T. & A. (2016). Pemasaran Esesi dan Aplikasi. Andi Offset.

Effendie. (2017). KEUANGAN NEGARA Suatu Tinjauan Komprehensif dan Tepadu. Airlangga University Press.

Fahrevi, S.R. (2018) ‘PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI SHOPEE.CO.ID’, Junal Ilmu dan Riset Manajemen

Fitria Ika Agustina, H.A. (2021) ‘Purchase Decision in Terms of Price and Trust Aspects’, Internasional Journal of Multicultural and Multireligious Understanding, 8(10).

Ginee (2021) Sejarah Shopee di Indonesia: Marketplace Sukses di Tanah Air, Ginee. Available at: https://ginee.com/id/insights/sejarah-shopee-indonesia/.

Hypetuts, R. (2022) Faktor Penentu Ongkos Kirim Jasa Pengiriman Barang, hypetuts.

Indonesia, S. TENTANG SHOPEE - KARIR, Shopee. Available at: https://careers.shopee.co.id/about.

Lisma Yana Siregar, M.I.P.N. (2020) ‘PERKEMBANGAN TEKNOLOGI INFORMASI TERHADAP PENINGKATAN BISNIS ONLINE’, ISSN.

Marlena, M. I. dan N. (2020). Pengaruh promo gratis ongkir dan online customer rating terhadap keputusan pembelian produk fashion. JURNAL MANAJEMEN, 12(2).

Nadia Puteri, Rika Pristian, D.E.N. (2022) ‘PENGARUH POTONGAN HARGA DAN PROMO GRATIS ONGKIR TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE’, ISSN

Neri Agesti, Mohamamad Sihab Ridwan, E.B. (2021) ‘The Effect Of Viral Marketing, Online Customer Riview, Price Perception, Trust On Purchase Decisions With Lifestyle As Intervening Variables In The Marketplace Shopee In Surabaya City’, Internasional Journal of Multicultural and Multireligious Understanding, 8(3).

Philip Kotler dan Gary Amstrong. (2016). Dasar-Dasar Pemasaran (Jilid 1 Ed). Erlangga.

Razali, G. (2022) ‘PENGARUH PROMOSI DISKON DAN GRATIS ONGKIR SHOPEE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN’, Jurnal Ilmiah Multidisiplin Indonesia, p. 5.

Siregar, A.A. (2019) Keabsahan Jual Beli Online Shop Di Tinjau Dari Undang-undang Nomor 19 Tahun 2016 Perubahan Atas Undang-undang No 11 Tahun 2008 Tentang Informasi Dan Transaksi Elektronik (Ite), neliti.com. Available at: https://www.neliti.com/id/publications/323438/keabsahan-jual-beli-online-shop-di-tinjau-dari-undang-undang-nomor-19-tahun-2016.

Shopee (2015) seller shopee, Shopee. Available at: https://seller.shopee.co.id/.

Sugiyono. (2016). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D (edisi 23). ALFABETA cv.

Teknovidia (2022) Profil dan Sejarah Shopee, Teknovidia. Available at: https://www.teknovidia.com/profil-sejarah-shopee/.

Tjiptono, F. (2017). Strategi Pemasaran (Edisi 4). Andi.

Wala Erpurini, Muhammad Rifki Pratama, I.D.H. (2022) ‘THE EFFECT OF PRICE AND FREE SHIPPING TAGLINE ON PURCHASE DECISION AT E-COMMERCE SHOPEE’, Jurnal Ekonomi, 11(1).