Firdaus, Syahrul (2025) Pengaruh Progam Diskon, Gratis Ongkir dan Kualitas Pelayanan Terhadap Keputusan Pembelian di Shopee. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the effect of discount programs, free shipping, and service quality on purchasing decisions on Shopee. The study was conducted in Payaman Village, Lamongan Regency with a sample of 113 active Shopee user respondents. The data collection method used was to distribute questionnaires distributed online via Google Forms. Data analysis used descriptive and statistical analysis techniques with the help of WarpPLS 7.0 and SPSS 25 software. The results showed that free shipping and service quality had a positive and significant effect on purchasing decisions on Shopee. However, the discount program did not have a positive and significant effect on purchasing decisions on Shopee. These findings indicate that although discounts can attract consumers' attention, factors such as free shipping and high service quality can play a more important role in driving purchasing decisions on Shopee. This study provides valuable insights for Shopee and other e-commerce platforms to improve their marketing strategies by focusing on service quality and free shipping promotions to increase purchasing decisions and customer loyalty on Shopee.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | SYAHRUL FIRDAUS |
| Date Deposited: | 12 Mar 2025 02:25 |
| Last Modified: | 12 Mar 2025 02:25 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13297 |
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