Pengaruh Gratis Ongkir dan Promosi terhadap Keputusan Pembelian pada Pengguna Shopee di Kota Tangerang

The Effect of Free Shipping and Promotions on Purchase Decisions on Shopee Users in Tangerang City

Abstract

This study aims to analyze the influence of Free Shipping and Promotion on Purchase Decisions among Shopee users in Tangerang City. The research employed a quantitative method with descriptive and associative approaches. The sample consisted of 96 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using SPSS version 27. The results show that Free Shipping has a positive and significant effect on Purchase Decisions with a t-value of 5.274 and a significance level of 0.000. Promotion also has a positive and significant effect on Purchase Decisions with a t-value of 6.087 and a significance level of 0.000. Simultaneously, Free Shipping and Promotion have a positive and significant effect on Purchase Decisions with an F-value of 110.674 and a significance level of 0.000. The coefficient of determination (R²) of 0.704 indicates that both variables explain 70.4% of the variation in Purchase Decisions. Therefore, Free Shipping and Promotion are proven to be important factors in increasing Purchase Decisions among Shopee users in Tangerang City.