PENGARUH DISKON HARGA, PENILAIAN PRODUK DAN TAGLINE “GRATIS ONGKIR” TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI BELANJA ONLINE SHOPEE

ABSTRACT

The Influence Of Price Discounts, Product Ratings And The Tagline “Free Shipping” On Purchasing Decisions On The Shopee Online Shopping Application

Silvia Ika Prasta Rahadian
Faculty of Economics, Darul Ulum University
silviarahadian@gmail.com

Supervisor:
1. Dr. Henny Dwijayani, SE.,M.Si
2. Puteri Syarifah Al-Sakinah, SE.,MM

This research aims to determine the influence of price discount, product ratings and the tagline “free shipping” on partial and simultaneous purchasing decisions on the Shopee online shopping application. This type of research is quantitative and the sample used was 83 respondents who had made at least one purchase on the Shopee online shopping application. The sampling technique uses random sampling with several criteria. The data used in this research is primary data obtained from a questionnaire via google form. The data analysis methods used are validity test, reliability test, classical assumption test, statistical test, and hypothesis test (partial test and simultaneous test) with the SPSS application. Partical test results show that price discounts influence purchasing decisions because consumers have the perception that they will spend less money. Meanwhile, the partial product assessment variable has no effect on purchasing decisions, this shows that consumers do not really pay attention to product assessment features when making a purchase. And the tagline “free shipping” partially influences purchasing decisions, this shows that giving free shipping vouchers attracts consumers to ease the burden of shipping costs. Meanwhile, the result of simultaneous testing showed that price discounts, product ratings ang the tagline “free shipping” influenced purchasing decisions.
Keywords: price discounts, product assessment, tagline “free shipping” and purchasing decisions.