Analysis of the Influence of Free Shipping, Flash Sale and Online Customer Review on the Purchase Decision of Somethinc Products on the Shopee Platform among Students of the Faculty of Economics, Indo Global Mandiri University

Eka Putri Dwitami; Meilin Veronica; Yeni Yeni

doi:10.63922/ijebir.v5i06.6541

Eka Putri Dwitami Indo Global Mandiri University
Meilin Veronica Indo Global Mandiri University
Yeni Yeni Indo Global Mandiri University

DOI: https://doi.org/10.63922/ijebir.v5i06.6541

Keywords: E-Commerce, Flash Sale, Free Shipping, Online Customer Review, Purchase Decision

Abstract

The development of e-commerce increases competition in the skincare industry and encourages consumers to consider various marketing stimuli before making a purchase. This study aims to analyze the effect of Free Shipping, Flash Sale, and Online Customer Review on Purchase Decisions for Somethinc products on Shopee among students of the Faculty of Economics, Universitas Indo Global Mandiri. The study used a descriptive quantitative approach with a population of 854 students and a sample of 273 respondents selected through purposive sampling. Data were collected using a Likert scale questionnaire from 1 to 5 and analyzed using SPSS 26 through validity, reliability, classical assumptions, multiple linear regression, t-test, F-test, and coefficient of determination tests. The results show that Free Shipping, Flash Sale, and Online Customer Review have a positive and significant effect, both partially and simultaneously, on Purchase Decisions. In conclusion, these three factors play a role in increasing purchase decisions, with a contribution of 73.1%.

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