Influence of free delivery and discount on consumer purchase decision in e-commerce Shopee

Changgiorry, Kendozo (2022) Influence of free delivery and discount on consumer purchase decision in e-commerce Shopee. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (28kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (207kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (748kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (903kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (5MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (362kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (422kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)

Abstract

Purchase decision can be influenced by a variety of factors, including free delivery and discounts. The purpose of this study is to determine the influence of free delivery and discounts on customer purchase decision at Shopee. Purchase decision is an integration process that combines knowledge attitudes to evaluate two or more alternative behaviors and choose one of them, it can be said that the shopping decision is a person's decision where he/she chooses one of several available alternative options. This research is using quantitative research design and IBM SPSS V.25 application. The writer used non-sampling and the sampling technique used is accidental sampling method. The population will be all of the respondents of Shopee which is 150 employees. Based on the result of hypothesis test, free delivery and discounts have influence on purchase decision at Shopee, either partially or simultaneously. Moreover, free delivery and discounts have 23.7% influence on purchase decision. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test which the equation is Y= 12.002 + 0.142X1 + 0.467X2. In this research, writer recommended the hotel to focus on free delivery, discounts and purchase decision in order to give additional vouchers after a purchase to encourage customers to repurchase. / Keputusan pembelian dapat dipengaruhi oleh berbagai faktor, termasuk pengiriman gratis dan diskon. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh free delivery dan diskon terhadap keputusan pembelian pelanggan di Shopee. Keputusan pembelian merupakan suatu proses integrasi yang menggabungkan sikap pengetahuan untuk mengevaluasi dua atau lebih alternatif perilaku dan memilih salah satunya, dapat dikatakan bahwa keputusan berbelanja merupakan keputusan seseorang dimana ia memilih salah satu dari beberapa alternatif pilihan yang tersedia. Penelitian ini menggunakan desain penelitian kuantitatif dan aplikasi IBM SPSS V.25. Penulis menggunakan non sampling dan teknik sampling yang digunakan adalah metode accidental sampling. Populasinya adalah seluruh responden Shopee yang berjumlah 150 karyawan. Berdasarkan hasil uji hipotesis, free delivery dan diskon berpengaruh terhadap keputusan pembelian di Shopee, baik secara parsial maupun simultan. Selain itu, gratis ongkos kirim dan diskon memiliki pengaruh sebesar 23,7% terhadap keputusan pembelian. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linier berganda yang persamaannya adalah Y= 12,002 + 0,142X1 + 0,467X2. Dalam penelitian ini, penulis merekomendasikan hotel untuk fokus pada pengiriman gratis, diskon dan keputusan pembelian untuk memberikan voucher tambahan setelah pembelian untuk mendorong pelanggan untuk membeli kembali.

Actions (login required)

View Item