Keputusan Pembelian Pada Promo Tanggal Kembar Platform ECommerce Shopee

Abstract

The current study was done to identify the effect of the sales promotion, price discount, free shipping and the social media
on the consumers’ purchase intention. The students of university of negeri Surabaya were the participants of this study.
The data were collected using the google form through the questionnaire technique. Nine questionnaires were distributed
among the students using shoppe application to determine the likert scale .The confirmatory factor analysis and the
structural equation model technique was used to analyze the data. The results indicated that the sales’ promotion on the
shoppe application had a remarkable and positive effect on the consumers’ purchase intention. Contrarily, discount had
no effect on the consumers’ purchase intention but also show how some students still prefer online shopping than direct
shopping.In addition, social media moderated the relationship between the sales’ promotion and the consumers’ purchase
intention. In most of the research studies, the moderating effect of the social media has been ignored in the prior studies,
and the current study has filled this gap. In conclusion, students still have trust on shoppe application however there is
no much difference between pervious sales and now