How Online Promotions and Price Affect Purchasing Decisions on Shopee

  • Ririn Andriana STIE Mahardhika Surabaya, Jl. Wisata Menanggal No.41A, Dukuh Menanggal, Kec. Gayungan, Surabaya, Jawa Timur 60234
Keywords: Promotion, Price, Purchase Interest, Purchasing Decision

Abstract

The main objective of this research is to investigate the considerable impact of online promotions and pricing on purchase interest and purchasing decisions in Shopee's online shopping. The study employed a descriptive quantitative research approach, involving a sample of 96 residents from Gunung Anyar, Surabaya. Data analysis was conducted using tests for validity, reliability, and path analysis. The findings of the research indicate that online promotions and prices play a significant role in influencing purchasing decisions on Shopee's online platform. Additionally, purchase intention also plays a significant role in influencing purchasing decisions. Furthermore, online promotion and price indirectly influence purchasing decisions through their impact on purchase interest.

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Published
2023-08-30
How to Cite
Andriana, R. (2023). How Online Promotions and Price Affect Purchasing Decisions on Shopee. Asian Journal of Entrepreneurship and Family Business, 7(2), in process. https://doi.org/10.21632/ajefb.7.2.in process