Analysis of the Effectiveness of Using Shopee as a Marketing Means for Sales of Naruna Food Products at PT. Naruna Karya Bersama

Rachmad Budi  Laksono

doi:10.55927/ministal.v3i1.7575

Authors

Rachmad Budi Laksono East Java Veterans National Development University

DOI:

https://doi.org/10.55927/ministal.v3i1.7575

Keywords:

Digital Marketing, Product Sales, Marketing

Abstract

Information technology is one of the many important things needed for business development in Indonesia. This research aims to analyze the effectiveness of sales through Shopee merchants by looking at the effect of cashback and free shipping on whether they can influence sales of Naruna Food products. The sampling technique used was convenience. with 100 respondents designated as samples. The questionnaire method is a method for collecting data in this research. The data analysis technique for this research uses Partial Least Square (PLS). The research results show that cashback and free shipping have a significant effect on product sales. This can be interpreted that the increasing cashback and free shipping will also increase product sales of Naruna Food Products at PT. Naruna Karya Bersama.

Downloads

Download data is not yet available.

References

Alamsyah, N., & Saino. (2021). The Influence of Product Features and Cashback Promotions on Purchasing Decisions. Accountable, 165.

Andarini, S. (2021). The influence of flash sales and cashback on impulse buying behavior among Shopee users. Journal of Business and Management Strategy Studies, 5(1).

Auli, S., Basalamah, M. R., & Milanningtyas, R. (2020). The Influence of Discounts and Free Shipping Promos on Purchasing Decisions. Management Research E-Journal, 112-113.

Maulana, H. A., & Asra, Y. (2019). Analysis of the Influence of Free Shipping Promos on Purchase Decisions in E-Commerce by Generation Z in Rural Areas. Inovbiz, 164.

Muljadi, V., Priyowidodo, G., & Goenawan, F. (2022). Effectiveness of Shopee Indonesia Advertising on the Instagram@ shopee_id Account in Indonesian Society. Journal of e-Communications, 10(2).

Murniwati, M., Yusnaldi, Y., & Azzahra, F. (2023). The Effect of the Xtra Cashback and Xtra Free Shipping Programs on Increasing "Tencomp" Store Sales on Shopee E-Commerce. Madani Journal: Science, Technology and Humanities, 6(2), 138-154.

Nazar, M. A. (2021). The Influence of Product Information on Purchasing Decisions Through Digital Marketing Effectiveness for Shopee Users.

Nurrohyani, R., & Sihalalho, E. D. (2020, July). The Influence of Cashback Promotions on OVO and Go-Pay on Consumer Behavior of Students at the Faculty of Economics and Business, Padjadjaran University. ECONOMIST, 12-16.

Pangestu, W. B. Analysis of the Effectiveness of Shopee Advertising on Instagram and YouTube Using the Epic Model for Students at Muhammadiyah University of Jember.

Pratama, F. A. (2019). The Influence of the Word Cashback on Increasing Sales Using Data Mining. KOPERTIP: Scientific Journal of Informatics Management and Computer, 3(2), 1-5.

Putra, I. (2021). The Influence of Product Usability and Cashback Promotion on Brand Loyalty for Digital Wallet Services in Indonesia. Bisma: Management Journal, 11-13.

Santoso, M. B., Widodo, J., & Zulianto, M. (2022). The Influence of Discounts on Shopee Marketplace Purchasing Decisions (Case Study of the Kesilir Village Community, Jember Regency). Journal of Entrepreneurship Accounting Economic Education, 27-28.

Sari, L. M. (2020). The Influence of the Marketing Mix on Advan Smartphone Purchasing Decisions from an Islamic Economic Perspective. 41.

Sasmita, L. (2019). The Influence of the Shopee Marketplace "Free Shipping" Tagline on Purchasing Decisions with Purchase Intention as an Intervening Variable in the People of Makassar City. Journal of Business Innovation, 162- 165.

Wafiqa, D. R. (2022). Analysis of the Effectiveness of Cashback and Free Shipping Promotion Strategies in Increasing Sales at Shopee Food Merchants (Case Study of Shopee Food Merchants in the Purwokerto Area) (Doctoral dissertation, UIN Prof KH Saifuddin Zuhri Purwokerto).

Wismiyani, T. (2019). Analysis of the Effectiveness of Shopee Advertisements in the "Goyang Shopee 9.9 Super Shopping Day" Version Using the Customer Response Index Model (Study of Students at Universities in the Depok Sleman District Area, Yogyakarta) (Doctoral dissertation, Yogyakarta Veterans National Development University).

Wulandari, D. A., & Edastama, P. (2022). The Effect of Free Shipping, Flash Sales, and Cashback on Impulsive Purchases Mediated by Positive Emotions. Management and Accounting Student Journal, 1(2), 29-36.