Online Purchase Decisions Through the Shopee Application in Madiun in Terms of Free Shipping, Trust, and Online Customer Reviews

Dicky Dian Nugraha; Muhammad Imron; Hartirini Warnaningtyas

doi:10.63922/ijbqr.v4i02.3945

Dicky Dian Nugraha Universitas Merdeka Madiun, Indonesia
Muhammad Imron Universitas Merdeka Madiun, Indonesia
Hartirini Warnaningtyas Universitas Merdeka Madiun, Indonesia

DOI: https://doi.org/10.63922/ijbqr.v4i02.3945

Keywords: Free shipping, trust, online customer review, purchase decision, e-commerce

Abstract

The rapid growth of e-commerce has intensified market competition, making consumer purchase decisions a critical focal point for digital platforms. This study examines the predictive role of free shipping, trust, and online customer reviews on online purchase decisions among Shopee application users in Madiun, Indonesia. A quantitative associative research design was adopted, and a purposive sampling technique was utilized to select 100 respondents who are active Shopee users. Data were collected using a validated questionnaire featuring a 5-point Likert scale and analyzed using multiple linear regression to test the hypotheses. The results demonstrated that free shipping, trust, and online customer reviews simultaneously predicted online purchase decisions, accounting for 69.4% of the variance, R² = .694, F = 75.929, p < .001. Furthermore, partial hypothesis testing revealed that free shipping (β = .182, p = .014), trust (β = .229, p = .005), and online customer reviews (β = .528, p < .001) each emerged as significant independent predictors of purchase decisions. The study concludes that all three variables significantly contribute to driving online purchase decisions among the study participants. The study recommends that e-commerce stakeholders should proactively optimize free shipping promotions, strengthen transactional trust, and maintain credible customer reviews to stimulate consumer purchasing behavior.

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