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ANALYSIS OF PRICE INFLUENCE, PRODUCT QUALITY …………………………………..(Dwijantoro, Dwi, & Syarief)

THE INFLUENCE OF PRICE, PRODUCT QUALITY, AND PROMOTION

ON MARKETPLACE PURCHASE DECISION
SHOPEE

Rizky Dwijantoro, Bernadin Dwi, and Nobelson Syarief

Jakarta Veterans National Development University

Correspondence email: rizky.dwijantoro@upnvj.ac.id

http://dx.doi.org/10.21460/jrmb.2021.162.392

ABSTRACT

This study uses a quantitative descriptive method conducted on Shopee marketplace customers. The
purpose of this study is to find out and prove whether purchasing decisions on the Shopee marketplace
are influenced by price, product quality and promotion. The population in this study were students who had
made purchases through Shopee. The sample taken in this study amounted to 75 respondents using the
purposive sampling method by distributing questionnaires through google form. The analytical technique
used is descriptive analysis and inferential analysis using Partial Least Square (PLS) analysis tool. The
results showed that the variables of price and product quality had an effect on purchasing decisions.
Promotion also has a positive and significant effect on purchasing decisions.

Keywords: purchase decision, price, product quality, promotion

ABSTRACT

This study uses a quantitative descriptive method conducted on Shopee marketplace customers. The
purpose of this research is to find out and prove whether purchasing decisions in the Shopee marketplace
are determined by price, product quality, and promotion. The population in this study were students who
had made purchases through Shopee. The sample taken in this study was to find 75 respondents using
the purposive sampling method by distributing questionnaires through google form. The analytical
technique used is descriptive analysis and inferential analysis using Partial Least Square (PLS) analysis
tool. The results showed that the variables of price and product quality had an effect on purchasing
decisions. Promotion also has a positive and significant effect on purchasing decisions.

Keywords: purchase decision, price, product quality, promotion

PRELIMINARY The growth of e-commerce is growing

In the current era of modernization, technology
and information are developing very rapidly,
especially the internet. There is a tendency to
use gadgets , one of which is
become a change in the lifestyle of the people
who now carry out their activities in cyberspace,
for example shopping online (Fahrevi & Satrio,
2018).
quite rapidly even during the current pandemic.
As evidence, there is an increase in purchases
from e-commerce to the achievement of 18.1%
or 98.3 million transactions from a total transaction
of $1.4 million USD (Maulana, 2021).
Based on data from BI (Bank Indonesia),
it was recorded that almost double the number
of buying and selling transactions on e -commerce.

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JRMB, Volume 16, No. 2, December 2021
commerce has increased in the middle of this
COVID-19. With the number of surges starting
from 80 million transactions in 2019 it increased
to 140 million transactions until August 2020
(Uli, 2020).
Snapchart, an online application used in
conducting market research, knows all kinds of
online shopping trends
that arise throughout the month of Ramadan as well as
Eid 2020 which was operating in the middle of
the COVID-19 pandemic. The research shows
that there are 66% of the population of 1,000
respondents who made their choice to Shopee
as the
online shopping site that is used and always
remembered throughout the month of Ramadan
and Eid al-Fitr 2020. In detail, based on this
research, there are 58% of buyers in Greater
Jakarta who choose Shopee as an online
shopping site that cannot be forgotten and 72%
of buyers from origin outside Jabodetabek.
Furthermore, there are 77% of women
who shop using Shopee while 52% of men shop.
On the other hand, in Tokopedia, many men
use this platform from a percentage of 22%
compared to only 9% of women. according to age,
Shopee users are mostly young people who like
the platform with an age range of 19-24 years,
Lazada is under the age of 19 who like the
platform, with Bukalapak and Tokopedia mostly
over 35 years old who like the platform (Catriana,
2020) .
The survey conducted by APJII
(Association of Indonesian Internet Service
Providers) from a sample of 7,000 respondents
with a 95% confidence level and a margin of
error of 1.27%. The largest sample in all
provinces in Indonesia regarding internet usage
in 2019 until the second quarter of 2020. The
most frequently visited marketplace is Shopee
at 27.4%, Lazada at 14.2%, and Tokopedia at
5.2%. Purchasing necessities online for several
reasons, the first is the biggest reason, namely
the price given is very affordable or cheap at an
achievement of 15.2% (Pebrianto, 2020).
Not only that, Shopee also holds a
promotional campaign every month
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since February 2020. The name of the program
has also been aligned with the items and times
of the promotion, for example 2.2 Men Sale, 3.3
Fashion Sale to the latest 10.10 Brands Festival.
Through so many promotions, the shopee
platform resulted in the number of gross orders
experiencing annual growth (year on year / yoy)
from an achievement of 150.1% to 615.9 million
in the second quarter (Setyowati, 2020).
Referring to data released by iPrice,
there were 3 e-commerce in 2019 with the
largest visitors, namely Bukalapak, Tokopedia,
and Shopee. If based on the Playstore and
Appstore rankings, Shoppe ranks first compared
to Tokopedia even though Tokopedia is a
platform that has existed for a long time before
the Shoppe platform existed (Rachel, 2019).
From the explanation of some of the data
above, Shopee occupies the top position as the
most popular marketplace , of course there are
a number of factors that motivate and influence
buying decisions by buyers.
Based on the phenomenon that is
currently happening, the researcher is then
interested in testing and studying more deeply
about the background above, where the
researcher wants to analyze the background
with different demographics and different
circumstances from previous research where
researchers conducted research during a
pandemic situation. covid-19 which is different
from previous research.
The formulation of the problem in this
study are: Do price, product quality, and
promotion have an influence on purchasing
decisions on the
purpose
Shopee
of this
marketplace?
research isThe
to find
out, prove, and analyze whether price, product
quality, and promotion have an influence on
purchasing decisions on the Shopee marketplace.
LITERATURE REVIEW
Buying decision
According to Kotler & Keller (2016, p.
177), purchasing decisions are elements of
customer behavior, namely research
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ANALYSIS OF PRICE INFLUENCE, PRODUCT QUALITY …………………………………..(Dwijantoro, Dwi, & Syarief)
about how organizations, individuals, or
groups who make choices, decide to buy,
use, and how experiences, ideas, goods or
services are used to provide satisfaction of
their wants and needs. According to Kotler &
Armstrong (2018, p.175), consumer purchasing
decisions are buying brands where they really
like them, but 2 factors can occur between
purchase decisions and purchase intentions.
The conclusion is that purchase
decisions are the process of making decisions
to buy, where prospective consumers make
choices, make decisions about purchases,
and provide satisfaction for their wants and
needs.
Price
According to Kotler & Armstrong (2018,
p. 308), price is the expenditure of a certain
amount of money from the customer to obtain
the use or benefit or ownership of an item or
service. Kotler & Keller (2016, p.483) also
stated that the price is
a portion of the marketing mix that generates
revenue; On the other hand, the other part
gets the cost.
Price also conveys the expected value
position of the company's brand or product.
Goods that have been designed and then
sold with care can still be appreciated and
profitable.
So it can be concluded, the price is the
amount of money spent for consumers to get
the use, benefit or ownership of an item or
service.
The price itself is based on previous
research conducted by Prilano & Sudarso
(2020); Bones, Tumbel, & Walangitan (2019);
Scientific & Indra (2020); Kuswanto &
Vikaliana (2020); Silaban & Rosdiana (2020);
Aryani (2016); Wulandari, Mulyati, & Tjahjono
(2020); Albari & Safitri (2018); Akbar (2020);
and Mulya Firdausy & Idawati (2017) stated
to have an effect on purchasing decisions.
Product quality
According to Armstrong et al. (2018,
p.205), product quality is a key positioning
tool for marketers. Directly, quality affects the
performance of a product or service, so it is
closely related to customer satisfaction and
value. Definition of product quality according
to the presentation of Kotler & Keller (2016,
p.156)
namely all the characteristics of the ability of
an item or service to fulfill the needs of the
user with implications and expressions that
are a gift for customer satisfaction.
Thus, product quality is the overall
characteristic of the ability of an item or
service to satisfy or fulfill the needs of its
customers. Product quality based on
previous research that has been carried out by
Akbar (2020) where from the results of this research,
shows that the product quality variable has
an influence on purchasing decisions.
Promotion
According to Chaffey and Smith (2017),
promotion is an online option for all elements
of the promotion mix - from advertising, sales,
sales promotion, PR, sponsorship, direct mail,
exhibitions, merchandizing, packaging, word
of mouth. According to Kotler & Keller (2016,
p.622), sales promotion is the main key when
marketing campaigns, which are divided into
a set of incentive tools, with almost all of them
having a short-term nature. faster for
customers.
The conclusion is how sellers present
their products to consumers, with the aim of
conveying information about the product so
that they want to buy the products offered.
Promotion based on previous research
conducted by Tulangow, Tumbel, & Walangitan
(2019);
Prilano & Sudarso (2020 ); Mulya Firdausy &
Idawati (2017) stated to have an effect on
purchasing decisions.
Empirical Research Model
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Based on the explanation above, the
independent variables in this research are the
promotion variable, price, and product quality on the
dependent variable, namely the decision variable
Price
Quality
Product
Promotion
Figure 1. Research Model
Hypothesis
Based on the background explanation,
problem formulation, literature review and a number
of previous studies can be used as reference material
in this research. So the author formulates a hypothesis
or provisional conjecture on the problems to be
studied, namely:
H1: It is suspected that price has an influence on
purchasing decisions.
H2: It is suspected that product quality has an
influence on purchasing decisions.
H3: It is suspected that promotions have an effect
on purchasing decisions.
RESEARCH METHOD
Population and Sample
The population in this research are students
who use the Shopee application located in the South
Jakarta area. Meanwhile, for the sample, this
research uses purposive sampling technique. Where
the reference in determining the sample size is based
on the statement from Roscoe in Ferdinand (2014,
p. 173) which says that "the sample size that is
considered appropriate is greater than 30 and less
than 500". In this study, the number of samples itself
is determined from 25 times the number of
independent variables. Then the number of samples
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purchase. This picture can be seen in the following
figure:
Decision
Purchase
In this study, it was determined by 25 multiplied by 3
independent variables, where the result was 75
samples.
Data collection technique
The type of data used is data
quantitative. And the data source uses primary data
obtained through google form.
Analysis Techniques and Hypothesis Testing
The data analysis technique used by the
researcher is descriptive analysis technique, which
is used as an empirical description of the data that
has been collected (Ferdinand, 2014 p.229).
In this research, this descriptive analysis uses
the calculation results from the SmartPLS 3.3.2
output, namely based on the mean, minimum,
maximum and standard deviation values. The
minimum value is used to see the smallest value in
each variable, while the maximum value is used to
see the largest value in each variable. The mean
value is the average value of a data set of variables
in the study. The standard deviation in this study is
used to see the high and low deviation or variation of
a data. The variables in this study are price, product
quality and promotion, while the dependent variable
in this study is purchasing decisions.
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ANALYSIS OF PRICE INFLUENCE, PRODUCT QUALITY …………………………………..(Dwijantoro, Dwi, & Syarief)
While the inferential analysis in this study
was carried out through Partial Least Square to
analyze respondent data, while the results of
data processing obtained conclusions will be
drawn from the sample.
Meanwhile, in this research, validity, reliability
testing, coefficient of determination test, and
hypothesis
testing will be carried out using statistical t-test.
RESULTS AND DISCUSSION
Description of Respondent Data
Number of respondents who are gender
38 male respondents and 37 female respondents.
Number of respondents who
made purchases 3-5 times totaling 21 students,
the number of respondents who made purchases
6-8 times amounted to 14 students then the
number of respondents who made purchases
as many as 9-10 times as many as 16 people
and the number of respondents who made
purchases more than 10 times was as many as
24 students.
The number of students aged between 17 to 20
years is 38 people, Meanwhile, respondents
aged 21 to 25 years are 37 people.
Descriptive Analysis
Respondents' Perceptions of Decisions
Purchase
Based on Table 1 which has been
obtained from the PLS output results, it can be
seen that the largest average value (mean) is
found in the KB 12 question item with a value of
4,373, this number can be interpreted that the
respondent agrees with the statement "payments
to Shopee can be made via transfer bank”
because the payment can be made via bank
transfer. The smallest mean value for KB 7
question item with a value of 3,240, this number
means that respondents are unsure about the
absence of a limit to the number of orders in the
Shopee marketplace . Furthermore, it can be
seen that the minimum value in each item of the
purchase decision variable question, the
respondent gives a value with a score of 1 and
The maximum value assessed by respondents
from each question item on the purchasing
decision variable is a score of 4 and 5. The
standard deviation value for each question item
on the purchasing decision variable has a value
smaller than the average value (mean) which
indicates that there is no sufficient data deviation.
large on the purchasing decision variables.
Respondents Perception of Price
Based on the results of the table that has
been obtained from the PLS output results. it
can be seen that the largest average value
(mean) is found in item H 5 with a value of
4,693, this number can be interpreted that
respondents agree that the prices of products
offered by Shopee are in line with the benefits
provided, and the smallest average value (mean)
in question item H 1 with a value of 4,493, this
number means that respondents like shopping
through Shopee because the prices of products
offered are relatively affordable. Furthermore, it
can be seen that the minimum value in each
question item on the purchasing decision
variable, the respondent gives a score with a
score of 1 and 2. And the maximum value
assessed by the respondent from each question
item on the purchasing decision variable is a
score of 5. The standard deviation value for
each item of the decision variable question
purchases have a value smaller than the average
value (mean) which indicates that there is no
significant deviation
variable.
in the data on the price
Respondents Perception of Quality
Product
Based on Table 2 which has been
obtained from the PLS output results. it can be
seen that the largest mean value is in question
item KP 4 with a value of 4,587, this number can
be interpreted that respondents agree that the
quality of the products offered by Shopee does
not disappoint. and the smallest mean (mean)
for question item KP 3 with a value of 4,280, this
number means that respondents agree that the
products provided by Shopee are in line with the
descriptions shared.
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Table 1. Descriptive Statistics of Purchase Decision Variables

Question Items Mean Standard Deviation Minimum Maximum
KB1 3,333 1,000 4,000 0.718
KB2 3,693 1,000 4,000 0.632
KB3 3,613 1,000 4,000 0.728
KB4 3,20 1,000 4,000 0.755
KB5 3,320 1,000 4,000 0.751
KB6 3,280 1,000 4,000 0.704
KB7 3,240 1,000 4,000 0.797
KB8 3,587 1,000 4,000 0.655
KB9 3,333 1,000 4,000 0.699
KB10 3,387 1,000 4,000 0.691
KB11 4,093 1,000 5,000 0.941
KB12 4,373 5,000 0.845

Furthermore, it can be seen that the KP 1 to KP 10 questions. The standard deviation

minimum value in each question item on the
purchasing decision variable, the respondent
gives a score with a score of 1 and 2. And the
maximum value assessed by the respondent
from each question item on the purchasing
decision variable is a score of 5 points.
value for each item of the purchasing decision
variable questions has a value smaller than the
average value (mean) which indicates that there
is no significant data deviation on the product
quality variable.

Table 2. Descriptive Statistics of Price Variables

Question Items mean Minimum Maximum Standard Deviation

H1 4.493 2,000 5,000 0.941
H2 4,547 1,000 5,000 0.845
H3 4,520 1,000 5,000 0.755
H4 4,627 2,000 5,000 0.688
H5 4,693 1,000 5,000 0.610
H6 4.653 2,000 5,000 0.600

Table 3. Descriptive Statistics of Product Quality Variables

Question Items Mean Minimum Maximum Standard Deviation
KP1 4,507 2,000 4,573 1,000 5,000 0.719
KP2 4,280 2,000 4,5874,467
1,000 5,000 0.769
KP3 1,000 4,280 1,0001,000
4,387 5,000 0.974
KP4 4,347 1,000 4,5074,480
2,000 5,000 0.768
KP5 1,000 Table 4. 5,000 0.884
KP6 Descriptive Statistics
of 5,000 0.873
KP7 Promotional Variables 5,000 0.831
KP8 5,000 0.808
KP9 5,000 0.755
KP10 5,000 0.822

Question Items mean Minimum Maximum Standard Deviation

P1 3,653 1,000 4,000 0.662
P2 3,520 1,000 4,000 0.661
P3 3,493 1,000 4,000 0.681
P4 2,973 1,000 4,000 0.938
P5 3,653 1,000 4,000 0.663
P6 3,187 1,000 4,000 0.761
P7 3,533 1,000 4,000 0.639

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ANALYSIS OF PRICE INFLUENCE, PRODUCT QUALITY …………………………………..(Dwijantoro, Dwi, & Syarief)
Question Items mean
P8 3,613
P9 3,747
P10 3.253
Respondents Perception of Promotion
Based on Table 4 which has been obtained
from the PLS output results, it can be seen that the value of
The largest mean is found in question P 9 with a
value of 3,747.
This figure can be interpreted that respondents
are unsure about the statement that Shopee often
does promotions with mass media and the
smallest average value (mean) in question P 4
with a value of 2,973. This figure means that
consumers do not agree that the provision of free
shipping on a certain number of orders can attract
attention to make a purchase. Furthermore, it can
be seen that the minimum value in each question
item on the purchasing decision variable, the
respondent gives a score with a score of 1 and
the maximum value assessed by the respondent
from each question item on the purchasing
decision variable is a score of 4 for the questions
P 1 to P 10. The standard deviation value on
each item of the question the purchase decision
variable has a smaller value
Figure 2. Outer Model
Minimum Maximum Standard Deviation
1,000 4,000 0.651
1,000 4,000 0.591
1,000 4,000 0.750
from the average value (mean) which shows that
there is no significant data deviation in the
promotion variable.
Inferential Analysis
Inferential analysis is an analytical
technique that is generally used in the field of
management as a determinant of how far the
similarities from the results obtained with the
results of the entire population. The tool to
analyze the data in this research is to use Partial
Least Square (PLS).
Measurement Model (Outer Model)
The outer model has each indicator block
associated with its latent variable.
Designing measurement models in determining
the nature of indicators as well as each latent
variable, whether the results are reflexive or formative.
The basis is based on theory, previous empirical
research, or rationale. The results of the validity
test of the SmartPLS 3.3.2 path diagram are
described as follows:
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Based on the output image above, it can
be seen that the reflective variables in this
study, namely the price, product quality and
promotion variables have a loading factor value
of > 0.7 which indicates that it has fulfilled the
requirements to be valid and has no problems
because the loading scale of 0.5 - 0.6 is still
acceptable. in the development stage (Ghozali,
2014, p. 39). In the picture above shows that
the value of the loading factor
the lowest of each variable indicator is at H1,
KP3, P4, and KB11 where this value is still
acceptable because it is above the loading
scale of 0.5 in line with the explanation
Ghozali above and it can be concluded that all
the question instruments in this study have a
loading factor value above 0.5 and the research
can be continued.
Validity test
According to Ghozali's view (2014, p.39),
the validity test is used to measure whether a
questionnaire is valid or not.
A questionnaire is declared valid if the questions
in the questionnaire are able to express
something that will be measured by the
questionnaire.

Table 5. Convergent Validity through Output Loading Factor

Price Purchase Decision Product quality Promotion

KB1 0.831
KB2 0.829
KB3 0.722
KB4 0.782
KB5 0.819
KB6 0.783
KB7 0.787
KB8 0.846
KB9 0.829
KB10 0.831
KB11 0.634
KB12 0.692
H1 0.815
H2 0.914
H3 0.873
H4 0.823
H5 0.832
H6 0.836
KP1 0.877
KP2 0.889
KP3 0.536
KP4 0.909
KP5 0.806
KP6 0.806
KP7 0.757
KP8 0.807
KP9 0.816
KP10 0.836
P1 0.785
P2 0.818
P3 0.851
P4 0.626
P5 0.758
P6 0.760
P7 0855
P8 0855
P9 0.858
P10 0.662

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ANALYSIS OF PRICE INFLUENCE, PRODUCT QUALITY …………………………………..(Dwijantoro, Dwi, & Syarief)

Based on the table above, it shows that the
loading factor value is above 0.50
in the table above the highest value is at
the H2 construct is 0.914, then the lowest value in
the table is in the question item KP3 which is 0.536
where from all indicators on the loading factor all
reflective variables show values above 0.50 so it can
be said to be valid and the highest AVE value is in
the Price variable, namely with a value of 0.722.
Variable
it has a value above 0.5 so that the variable can be
declared valid and further data processing can be
carried out.
Reliability Test
The reliability test on PLS was measured
using 2 parameters, namely composite reliability and
Cronbach's alpha
of indicators that calculate variables (Ghozali, 2014,
p.65). The following is the result of the composite
reliability value obtained from the SmartPLS 3.3.2
output.
From Table 7, the Composite Realibility and
Cronbach Alpha values of all variables have a value
> 0.7. This proves
that each question instrument on each variable is
relevant and reliable so that further data processing
can be carried out.
Coefficient of Determination Test
The coefficient of determination (R-Square)
in this research is used to measure the extent to which
meet the requirements of the convergent validity test
and this research questionnaire appropriately
measures the variables in this study.
Discriminant Validity Test
Based on Table 6, Average Variance
Extracted all variables worth > 0.5 where the lowest
AVE value is in the purchase decision variable with
a value of 0.616 and
which is the ability of the model when explaining the
variation of the dependent variable. R2 is an indicator
that describes how much variation there is in the
model.
Based on Table 8, the contribution of the
independent variables, namely price, product quality
and promotion to the dependent variable, namely the
purchasing decision variable is 0.874 or 87.4%, while
the remaining 13.6% is influenced by variables
outside the research model.
Hypothesis testing
The hypothesis test is carried out using a t-
test which will show the extent to which the
independent variables will individually be affected
when explaining the dependent variation.
In this study, a two-sided table was used with
a known t-table value of 1.994 which was obtained
from the equation value df = N - k or df = 75 - 4 = 71
with a degree of confidence or significance of = 0.05
or a 95% truth level.

Table 6. Average Variance Extracted (AVE)

Variable AVE Rule of Thumb Result

Price 0.722 >0.50 Valid

Buying decision 0.616 >0.50 Valid
Product quality 0.656 >0.50 Valid
Promotion 0.619 >0.50 Valid

Table 7. Reliability Test

Composite Cronbach's
Variable
Reliability Alpha
Price 0.940 0.923
Buying decision 0.950 0.942
Product quality 0.950 0.941
Promotion 0.941 0.930

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Table 8. R-Square

Variable R Square
R Square
Adjusted

Buying decision 0.874 0.869

Table 9. T . test
Original T Statistics P
Sample Values
(|O/STDEV|)
(O)
Price -> Purchase Decision 0.174 3.363 0.001
Product Quality -> Decision 0.156 2,404 0.017
Purchase

Promotion -> Purchase Decision 0.781 15,483 0.000

Based on the results of the t-test above, it
can be seen that the test results on the price
variable on purchasing decisions have a positive
relationship. This can be seen from the correlation
value or the original sample value of 0.174. When
viewed from the results of the t statistical test,
the data results show tcount 3.363 > ttable 1.994
and it can be concluded that the price variable
has an effect on purchasing decisions.
This is evidenced by the P-Values value or a
significant value of 0.001 <0.05 which indicates
that the price variable has a significant and
significant influence on purchasing decisions, so
H1 is accepted.
In Table 9, it can also be seen that the
test results on the Product Quality variable on
purchasing decisions have
a positive relationship, this can be seen from the
correlation value or the original sample value of
0.156. When viewed from the results of the t
statistical test, the results of the data show tcount
2,404 > ttable 1,994 and it can be concluded that
the Product Quality variable has an effect on
purchasing decisions. This is evidenced by the
value of P Values or a significant value of 0.017
<0.05 which indicates that the Product Quality
variable has a significant and significant influence
on purchasing decisions, then H2 is accepted.
Based on Table 9, it can be seen that the
test results on the Promotion variable on
purchasing decisions have a positive relationship,
this can be
original
seen sample
from thevalue
correlation
of 0.781.
value
If itor
is the
seen from the results of the t statistical test, the
results of the data
shows tcount 14,649 > ttable 1,994 and it can be
concluded that the Promotion variable has an
effect on purchasing decisions.
This is also evidenced by the value of P Values
or a significant value of 0.000 <0.05 which
indicates that the Promotion variable has a
significant and significant influence on purchasing
decisions, then H3 is accepted.
DISCUSSION
Influence of Price on Decision
Purchase
Based on the hypothesis testing that
researchers have done, it shows that the price
variable has an influence in increasing purchasing
decisions. This is shown based on the P values
of 0.001 <0.05 which indicates that the price
variable has an effect and is significant on
purchasing decisions.
This means that the indicators in the price
variable, namely price according to benefits,
price according to quality, and price affordability
make a major contribution in influencing
purchasing decisions. The importance of pricing
on the Shopee marketplace is a consideration
for consumers in making purchases
preventing businessand
competitors.
Consumers who make purchases at Shopee will
make purchasing decisions if the consumers feel
the benefits of the product are more

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large or equal to the amount of money spent,
and also with the affordability of the price,
consumers can buy the products offered at
Shopee and also consumers feel that if the
price offered is higher between the 2 product
choices, consumers will choose the higher
price because usually many people consider
that the quality of the product matches the
price.
Based on the theory of Kotler &
Armstrong (2018, p.308), price is spending a
certain amount of customer money in order
to get the use or benefits or ownership of an
item or service where it can be seen that
consumers who make purchasing decisions
through Shopee make several considerations
before making a purchase.
The results of this study are in line with
previous research conducted by Prilano &
Sudarso (2020); Bones, Tumbel, & Walangitan
(2019); Scientific & Indra (2020); Kuswanto
& Vikaliana (2020); Silaban & Rosdiana
(2020); Aryani (2016); Wulandari, Mulyati, &
Tjahjono (2020); Albari & Safitri (2018); Akbar
(2020); Mulya Firdausy & Idawati (2017)
where the research results show that the
price variable has an influence on decisions
purchase.
Effect of Product Quality on
Buying decision
Based on the hypothesis testing that
the researchers have done, it shows that the
product quality variable has an influence in
improving purchasing decisions. This is
shown based on the P-values of 0.017 <0.05
which indicates that the product quality
variable has an effect and is significant on
purchasing decisions.
This means that all the indicators
contained in the product quality variable,
namely adjustment, quality suitability,
reliability, ease of repair, and design have an
influence on purchasing decisions.
Product quality is very important in maintaining
a business. Consumers like to shop at
Shopee because the quality of the products
they receive does not disappoint and there
are many variations of product designs. From
the indicators used
it can be concluded that consumers like the
product designs offered by Shopee, then
consumers like shopping at shopee because
the products can be changed according to
consumer demand.
The definition of product quality is
according to the explanation of Kotler & Keller
(2016, p. 156), namely all the characteristics
of the ability of an item or service to fulfill
user needs with implications and expressions
that are a gift for consumer satisfaction.
This is related to the quality of the
products offered by Shopee where consumers
choose to make purchasing decisions
because the products offered can meet the
needs or needs of consumers and can also
make consumers satisfied to make purchases
at Shopee. The results of this study are in
line with the research that has been carried
out by Akbar (2020) where the results of this
research show that product quality variables
have an influence on decisions
purchase.
Effect of Promotion on Decision
Purchase
Based on the hypothesis testing that
the researchers have done, it shows that the
promotion variable has an influence in
increasing purchasing decisions. This is
shown based on the P values of 0.000 <0.05
which indicates that the promotion variable
has an effect and is significant on purchasing
decisions.
This means that the promotions carried
out by Shopee have succeeded in attracting
consumers to make purchases. It can be
seen from the indicators, namely direct sales
(direct marketing), public relations (public
relations), personal selling (personal selling),
sales promotion (sales promotion), and
advertising (advertising). The provision of
free shipping attracts consumers' interest in
deciding to purchase a product.
Based on the theory from Kotler and
Armstrong (2017, p. 78) suggests that
promotion is an activity of distributing benefits
with a persuasive nature aimed at customers
who will decide to buy.
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JRMB, Volume 16, No. 2, December 2021
This is related to the promotional methods
carried out by Shopee which are persuasive so
as to stimulate consumers to make purchases.
With the right promotion Shopee can reach
consumers throughout Indonesia.
The results of this study are in line with the
research conducted by Tulangow, Tumbel, &
Walangitan (2019); Prilano & Sudarso (2020);
Silaban & Rosdiana (2020) and Firdausy &
Idawati (2017) where the results of this study
indicate that the promotion variable has a positive
influence on purchasing decisions.
CONCLUSION
Based on the results of the analysis and
discussion previously described regarding the
effect of price, product quality and promotion on
purchasing decisions, it is concluded that price
has a positive influence on purchasing decisions,
meaning that pricing in the marketplace
Shopee is a consideration for consumers in
making purchases and preventing business
competitors. this is in accordance with the
hypothesis that has been made by the researcher.
In addition, product quality has a positive
influence on decisions
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carried out by Shopee have attracted consumers
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accordance with the hypothesis that has been
made by the researcher.
The suggestions that researchers can
convey are, firstly, Shopee must maintain and
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consumers are interested in continuing to make
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JUMBO Vol. 5, No.3, December 2021, pp.562-574. e-ISSN 2502-4175

Journal of Management,
Business and Organization (JUMBO)
http://ojs.uho.ac.id/index.php/JUMBO

THE EFFECT OF FREE SHIPPING PROMO AND CUSTOMER EXPERIENCE ON

CUSTOMER SATISFACTION OF SHOPEE APPLICATIONS (The Effect of Free Shipping and
Customer Experience Promotion on Customer Satisfaction with Shopee Application Users)

Rinanda Hamida Lubis

1910631020254@student.unsika.ac.id
Management, Singaperbangsa Karawang University

Zein Ramadhan
1910631020278@student.unska.ac.id
Management, Singaperbangsa Karawang University

Abdul Yusuf
abdul.yusuf@staff.unsika.ac.id
Management, Singaperbangsa Karawang University

Journal Info Abstract

________________ ___________________________________________________________________
This study aims to determine the effect of free shipping promotions and
Article History:
Accepted customer experience on customer satisfaction. The population in this study are

08 – 12 – 2021 customers who shop online through the Shopee application. The technique used in
sampling is non-probability sampling with purposive sampling method. The sample in
Approved
this study amounted to 100 respondents. Data collection was obtained from distributing
27 – 12 – 2021
questionnaires and literature studies. The data analysis method used in this research
Published is multiple linear regression. The results showed that the free shipping promo and
30 – 12 - 2021 customer experience had a positive and significant effect on customer satisfaction.
___________
Keywords: Based on the results of the coefficient of determination test, the R Square value of the
Free Shipping; Customers customer experience variable is 0.384 or 38.4%, meaning that the customer experience
Experience; Customers variable has the most dominant influence on customer satisfaction.
Satisfaction.

___________
JEL Classification:

M31; M39

I. Introduction

The development of information technology provides changes to the ease of interaction. One of them makes
it easy for business people to trade online. One of the visible impacts of the development of information technology,
namely the emergence of

DOI: http://dx.doi.org/10.33772/jumbo.v5i3.22267
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The Effect of Free Shipping And Customer Experience Promos …..

various e-commerce sites. According to Laudon & Traver (2017) e-commerce generates thousands of new jobs
in all fields from marketing to management, entrepreneurship studies, and information systems. E-commerce is
a service that connects sellers and buyers through an electronic system, where e-commerce supports business
development. With the existence of e-commerce, business people can easily sell their wares via digital only with
minimal capital for internet access so that business transactions can be carried out quickly and easily even
though the distance is relatively wide.

Quoted from the official website kompas.com (2020) online shopping activities in 2020 increased
dramatically compared to 2019. The traffic share of 57% indicates that people are shopping online. This is driven
by various factors, namely the promos offered by e-commerce companies and the Covid-19 pandemic so that
people are required to make transactions via digital to avoid crowds.

One of the e-commerce sites that is developing in Indonesia is Shopee. Shopee has been present in
Indonesia since 2015 with the C2C (Consumer to Consumer) business model. According to Purwaningtias et al.,
(2020) C2C is one part of the e-commerce model. In this case, the customer sells directly to other customers , or
it can also be said as buying and selling transactions between customers. Shopee became the first e-commerce
site with this business model. Shopee sells various types of products, ranging from household appliances,
electronics, beauty products, books, medical devices and much more. The products offered by Shopee are very
diverse at competitive prices. Another advantage of shopee is that this e-commerce site provides a pay-on-site
feature or COD (Cash On Delivery). Not only that, Shopee also has a free shipping program throughout Indonesia.
If consumers shop in accordance with the terms and conditions, consumers will get a discount on shipping costs.

The reason is that many e-commerce sites implement strategies to bring in customers.
But now business activities are not only aimed at bringing in customers, but have turned into activities aimed at
satisfying customers. According to Philip Kotler (2002) customer satisfaction is a person's feeling of pleasure or
disappointment that comes from the comparison of a product or perceived performance between service and
expectations. If the performance or experience is less than expected, the customer is dissatisfied. If it meets
expectations, the customer is satisfied. If it exceeds expectations, the customer will be very satisfied or happy.

There are various determinants of customer satisfaction, one of which is the promotion of free shipping.
Free shipping can satisfy customers because there is a discount on customer shipping costs
feel relieved by the high cost of shipping goods. This makes consumers no longer hesitate to shop online
regardless of the postage borne. Referring to previous research conducted by Maghfiroh (2021) regarding the
relationship between free shipping promos and customer satisfaction. The results of the study found that the free
postage variable had a positive effect on the online shop customer satisfaction variable.

Another factor that triggers customer satisfaction is customer experience. Customer experience (customer
experience) according to Schmitt in Irdiana & Noor Khairullah2 (2019) is an event that is felt by an individual that
can give a meaningful impression to customers. A good impression can create a good customer experience, a
good experience can make a customer
satisfied. Conversely, if the experience felt by the customer is not in line with expectations, the consumer will feel
dissatisfied. According to Sumarwan (2004) feeling satisfied or dissatisfied with the consumption of a product or
brand is the result of post-consumption alternative evaluation or second-stage alternative evaluation. In business
activities, creating a good customer experience is an effective strategy because a good experience can strengthen
the relationship between the company and its customers
which can trigger repeat purchases. Based on the results of several previous studies regarding the relationship
between customer experience and customer satisfaction. The results of the study found that there was a
significant effect on customer satisfaction (Salim & Catherine, 2020). In addition, another study was conducted
by Mantala & Firdaus (2016) regarding a similar discussion. Results

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Their research found that customer experience is in the form of sense, feel, think, act and relate
significant effect both simultaneously and partially on customer satisfaction.
Various strategies have been carried out by Shopee in an effort to create customer satisfaction. One of
them is by providing free shipping promos and satisfying services so that they can create a memorable experience
in their hearts. However, based on data from the databoks.katadata (2021) site, Shopee has experienced a
decrease in visitors since the first quarter of 2021.
Shopee became the defending champion who was ranked first from IV 2019 to the fourth quarter of 2020.
Based on Shopee's monthly web visits, it fell by around 0.3% from 127.4 million in the first quarter to 127.4 million
in the second quarter of 2021. This led the company to take a strategy so as not to lose customers, allegedly due
to customer dissatisfaction. according to
Kotler (2003) in Sudaryono (2020) there are 4 steps a company can take so as not to lose customers. First,
companies need to define and measure customer retention rates. Second, companies must distinguish between
the various causes of customer loss and determine which causes can be managed. Third, the company must
estimate the loss of profits from customers. Fourth, companies need to calculate costs to reduce the rate of
customer loss.

Based on the description of the background above, the author feels interested in conducting research with
the title "The Effect of Free Shipping and Customer Experience Promos on Customer Satisfaction".
The purpose of this research is to find out whether the free shipping promo and customer experience have
an effect on customer satisfaction.

II. LITERATURE REVIEW

Marketing

According to Lengkey (2014) in the theory of Mukarromah et al. (2018) stated that marketing is a process
of planning and implementing, pricing, promotion, distribution of ideas, goods and services aimed at satisfying
individuals and organizations through exchange value creation activities. According to Kotler in Diyagitama et al.
(2019) Marketing is essentially a process of gathering information about customer desires and fulfilling their wants
and needs so as to strengthen relationships with customers. The key for the company to achieve prosperity,
namely from the way of marketing, marketing is the spearhead for the company in running its business (Wariki et
al., 2015). Some of the marketing mix according to Sholihin (2019), as follows: 1) Strategy, 2) Product, 3) Price.
Marketing is said to be successful if it applies the right strategy. Marketing strategy is influenced by internal and
external factors. As for the internal factors that support the marketing strategy, namely business networks and
external factors, namely human resources (Hong & Nguyen, 2020). According to Porter (1980) in Agustia et al.
(2020), said that in business there are three strategies that companies can choose, namely: 1) cost leadership 2)
differentiation, 3) focus strategy.

E-commerce
According to Hartman & Sifonis (2000) defines e-commerce as an electronic business mechanism that
focuses on individual-based business transactions by utilizing the internet as a medium for exchanging goods
and services either through business to business (B-to-B) or business to consumer ( B-to-C), whereas according
to Indrajit (2016) e-commerce is a means of transaction or exchange of information between sellers and buyers
in cyberspace. E-commerce is often referred to as Market-Marking because its existence has built a virtual world
market so that sellers can be met with buyers in various parts of the world by accessing the internet (Rerung,
2018).
According to Laudon & Traver (2017) there are several types of e-commerce which are described in their
book entitled "E-commerce 2017 business, technology, society", as follows: 1)
Business to Consumer (B2C), B2C has been established since 1995, this type of e-commerce allows

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customers are found everywhere, both conventional and modern markets because the goal remains the same,
namely producers trying to reach customers. 2) Business to Business (B2B), this type of e-commerce basically
focuses sales from producers to other manufacturers. 3) Customer to Customer (C2C).
C2C is an activity of buying and selling transactions carried out between customers by utilizing the online market.

Customer satisfaction
Customer satisfaction is an important factor that must be considered in marketing because this is a
determinant of the company's sales success (Nguyen, 2020). Customer satisfaction is the result of comparisons
made by consumers regarding a product or service when the product they use meets their expectations (Mantala
& Firdaus, 2016). Kotler (2005) said that if customers like the product after they use it, they will say good things
about the product. But there are also some people who say bad things to others about the products we sell.
Customer satisfaction is an effective business strategy because by satisfying customers a company can make
customers loyal so that customers are willing to recommend the product or service to others. ,

The indicators of customer satisfaction according to Hawkins and Lonney in Dirgantara (2013)
are classified into the following: 1) Conformance of expectations, is the level of conformity between product
performance expected by consumers and those felt by consumers themselves 2) Interest in revisiting, is the
willingness of consumers to revisit or repurchase products or services 3) Willingness to recommend , is a
willingness to recommend a product or service to friends or relatives after experiencing it.

Customer Experience
According to Kranzbühler et al., (2018); Lemon & Verhoef, 2016; Voorhees et al., (2017) in Holmlund et
al. (2020) defines customer experience as a form of consumer reaction to interactions with organizations both
before, during, and after purchase or use...". According to Schmitt (1999) in Foroudi et al., (2018) also defines
customer experience as a perception through the stimulated motivation of other consumers who observe an
event so as to enrich the value of a service and product. Basically every definition described above has something
in common, namely customer experience is the consumer's response to the company after using the company's
products or services.

Customer experience becomes very important for the survival of the company, as for several reasons
according to (Atmadjati, 2018), as follows: 1) Loyalty, namely a pleasant customer experience can increase
satisfaction which leads to loyalty 2) Premium price, namely providing an emotional experience that will make
consumers willing to pay more as long as what they get provides benefits for them 3) Word of mouth, namely the
pleasure of a pleasant experience has a large enough impact, namely consumers will share stories about their
experiences using the product or service to others which has an impact on the company's image 4) Differentiation,
namely customer experience will have an impact on differentiation regarding the product or service so that it will
increase competitiveness with other companies 5) Moments oh Truth, namely a good customer experience will
also improve good relationships between companies and customers.

According to Schmitt (1999) in Dewi & Hasibuan (2016) indicators of customer experience, include: 1)
Sense , relating to the senses possessed by humans (including sight, smell, hearing). 2) Feel , relates to the
feelings or emotions of a person's soul after consuming goods or services. 3) Think , relates to thoughts that
arise in the minds of consumers regarding cognitive experiences and problem solving. 4) Act (action), related to
the actual behavior of consumers designed to create a consumer experience. 5) Relate (relationship),

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related to the existence of relationships with other people, other social groups or social identities that are not yet broad.

Free Shipping Promo

Widiana (2010) said that promotion is a form of business activity that aims to introduce goods or services so that
consumers like them and buy them. According to Tjiptono (2008) in Maulana & Asra (2019), free shipping is a direct
form of persuasion through the use of various incentives that can attract customers to purchase products or increase
the number of purchases of goods to be purchased by consumers. Promotion is one of the important marketing strategies
and must be carried out by the company for the smooth running of its business. Consumers feel helped by the free
shipping promo so they no longer feel burdened when shopping online (Istiqomah & Marlena, 2020).

Quoted from Burhanuddin (2018), the indicators for free shipping are: 1) Free Shipping Quantity, related to the
quality of free shipping perceived by customers 2) Threshold Free Shipping (threshold - free shipping), related to terms
and conditions in using free shipping.

Free Shipping Promo

Customer satisfaction

Customer Experience

Figure 1. Research Conceptual Framework

Source: Empirical and Theoretical Studies

Hypothesis
H1: Free shipping promo has a significant effect on customer satisfaction.
H2: Customer experience has a significant effect on customer satisfaction.
H3: Free shipping and customer experience promotions have a significant effect on customer satisfaction.

III. RESEARCH METHODS

This research is basically a research with a causal design, because the design of this study aims to explain the
causes and effects of the variables studied. The type of research used in this research is quantitative. Faisal & Mujianto
(2017) stated that quantitative data is in the form of numbers or numbers. This research is sourced from primary data.
According to Arikunto (2013)
Primary data is defined as data collected through the first party, usually through interviews, traces and others.

In this study, the population is all customers who have made buying and selling transactions using the Shopee
application. The sample in this study used the Slovin formula with an error rate of 10%, so that 100 people were obtained
as samples.
The technique used in this research is using purposive sampling technique. Purposive sampling is a non-probability
sampling technique that aims to produce a sample that can logically represent the population. In this technique, the
selection of the sampling unit is carried out by considering the conditions that have been previously determined. The
criteria used as samples in this study are: 1) Minimum age 17 years, 2) Shopee application users, 3) Have shopped at
Shopee.

Data collection techniques were carried out by distributing online questionnaires through "google fom" and
literature studies. According to Sugiyono (2015) the questionnaire is a data collection technique

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which is done by giving a set of questions or a written statement to the respondent to be answered.

Research Instrument Test

Validity test
To find out whether the research instrument is valid or not, it can be known by correlating the item score with
the total score (Y). If the correlation is below 0.30, it can be concluded that the item of the instrument is invalid, so it
must be corrected or discarded (Sugiyono, 2015).

Reliability Test
The reliability test in this study used the Alpha Crombranch (ÿ) technique with the SPSS program. The research
instrument is said to be reliable if the alpha value is greater than 0.60. Ghozali in (Rohman & H, 2017).

Data analysis technique

Classic assumption test

Normality test
In the book Nuryadi et al. (2017) the normality test is a procedure carried out to find out whether the data from
the acquisition of the population is normal or is in a normal distribution. The data is said to be normally distributed if the
sig or probability value is > 0.05 and it is said to be not normally distributed if the significance or probability value is <
0.05.

Multicollinearity Test
Multicollinearity test criteria can be seen from the value of Variance Inflation Factors (VIF). It can be said that
multicollinearity occurs if the VIF value is > 10. Conversely, if the VIF value is < 10, then there is no multicollinearity
(Basuki & Prawoto, 2016).

Heteroscedasticity Test
According to Basuki & Prawoto (2016) the heteroscedasticity test was carried out to find out whether in the
regression model there was an inequality of variance between the residuals of one observation and another. According
to Ghozali (2001) the regression model is said to be good if there is no heteroscedasticity.

Multiple Linear Regression Analysis

According to Basuki & Prawoto (2016) the regression equation aims to determine the direction and
the magnitude of the influence of the independent or independent variable (X) on the dependent or dependent variable (Y).
The multiple linear regression model used is as follows:

Y = a + b1X1 + b2X2 + e
Information:
Y = Customer Satisfaction
a = Constant
b = Regression Coefficient
X1 = Free Shipping Promo
X2 = Customer Experience
e = Standard error

Hypothesis test
Partial Test (t Test)

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According to Basuki & Prawoto (2016) the t-test is used to determine whether each independent variable (X) affects
the dependent variable (Y) whether it has meaning or not. This test is done by comparing t count with t table with a degree
of error of 5% (ÿ = 0.05).
If the value of t arithmetic > t table then the independent variable (X) has a significant effect on the dependent variable (Y).
On the other hand, if t count < t table, the independent variable (X) has no significant effect on the dependent variable (Y).

Simultaneous Test (F Test)

According to Basuki & Prawoto (2016) the F test aims to determine whether the independent variable (X)
simultaneously affects the dependent variable (Y). The F test was performed by comparing the calculated F value with the
F table with a degree of error of 5% (ÿ = 0.05). If the calculated F value > F table, the independent variable (X) has a
significant effect on the dependent variable (Y).
If F count < F table, the independent variable (X) has no significant effect on the dependent variable (Y).

Coefficient of Determination Test (R² Test)

The coefficient of determination (R²) describes the close relationship between the independent variable (X) and the
dependent variable (Y) (Basuki & Prawoto, 2016). The coefficient of determination test basically aims to measure how much
influence the independent variable (X) has on the dependent variable (Y).

IV. RESULTS AND DISCUSSION

Instrument Test Results

Validity test
Table 1. Validity Test Results of Free Shipping Promo Variables (X1)
Variable Items r table r count Information
Free Shipping Promo (X1) X1.1 0.3 0.701 Valid
X1.2 0.3 0.713 Valid
X1.3 0.3 0.502 Valid
X1.4 0.3 0.642 Valid

Source: primary data, processed

Table 2. Validity Test Results of Customer Experience Variables (X2)

Variable Items r table r count Information
Customer Experience (X2) X2.1 0.3 0.759 Valid
X2.2 0.3 0.652 Valid
X2.3 0.3 0.801 Valid
X2.4 0.3 0.845 Valid
X2.5 0.3 0.812 Valid
X2.6 0.3 0.728 Valid
X2.7 0.3 0.719 Valid
X2.8 0.3 0.685 Valid
X2.9 0.3 0.844 Valid
X2.10 0.3 0.738 Valid
X2.11 0.3 0.699 Valid
X2.12 0.3 0.773 Valid
X2.13 0.3 0.685 Valid
X2.14 0.3 0.736 Valid

Source: primary data, processed

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Table 3. Validity Test Results of Customer Satisfaction Variable (Y)

Variable Items r table r count Information
Customer Satisfaction (Y) Y.1 0.3 0.777 Valid
Y.2 0.3 0.819 Valid
Y.3 0.3 0.816 Valid
Y.4 0.3 0.909 Valid
Y.5 0.3 0.869 Valid
Y.6 0.3 0.885 Valid

Source: primary data, processed

Based on the results of the validity test above, it is known that the correlation value of each item is >0.30, so it can
be concluded that the items from the free shipping promo variables (X1), customer experience (X2) and customer satisfaction
(Y) are declared valid.

Reliability Test
Table 4. Reliability Test Results
Variable Cronbach's Alpha Information

Free Shipping Promo (X1) 0.691 0.938 Reliable

Customer Experience (X2) 0.919 Reliable

Customer Satisfaction (Y) Reliable

Source: primary data, processed

The results of the reliability test in table 4 above, show that the value of Cronbach's alpha on the free shipping
promo variables (X1), customer experience (X2) and customer satisfaction (Y) is greater than 0.60, it can be said that all
items are reliable.
Classic Assumption Test Results
Normality test
Table 5. Normality Test Results

One-Sample Kolmogorov-Smirnov Test

Unstandardized
Residual

N 100
mean 0.00E+00
Normal
Std.
Parameters, b 1.97218
Deviation
Absolute 0.067
Most Extreme
Positive 0.065
Differences
negative -0.067

Kolmogorov-Smirnov Z 0.675

Asymp. Sig. (2-tailed) a. 0.753

Test distribution is Normal.
b. Calculated from data.
Source: primary data, processed
Based on the results of the normality test using the Kolmogorov-Smirnov method, it shows that the value of
significance of 0.753> 0.05, it can be concluded that the residuals are normally distributed.

Multicollinearity Test

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Table 6. Multicollinearity Test Results

Coefficientsa

Model Collinearity Statistics

Tolerance VIF

1
(Constant)

Free Shipping Promo ,627 1,595

Customer Experience ,627 1,595

a. Dependent Variable: Customer Satisfaction
Source: primary data, processed

Based on the results of the multicollinearity test, it is known that the value of Variance Inflation Factors (VIF) for free
shipping promo variables (X1) and customer experience (X2) is 1.595 < 10, so it can be concluded that there is no multicollinearity
in the data.
Heteroscedasticity Test

Source: primary data, processed

Based on the pattern of the scatterplots image above, it is known that the results of the heteroscedasticity test show that
the graph plot spreads around zero and does not form a pattern, it can be concluded that in the regression model the effect of free
shipping promos (X1) and customer experience (X2) on customer satisfaction (Y ) there is no heteroscedasticity problem.

Multiple Linear Regression Analysis

Table 7. Results of Multiple Linear Regression Analysis
Coefficientsa

Standardized
Unstandardized Coefficients
Model Coefficients

B Std. Error Beta

(Constant) -1,595 1.319

1 Free Shipping Promo for ,347 ,127 ,154
Customer Experience a. ,384 ,027 ,796
Dependent Variable: Customer Satisfaction
Source: primary data, processed
Y = -1.595 + 0.347X1 + 0.384X2
Based on the regression model above, the results of the multiple regression analysis can be described as follows:

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a. A constant value of (-1.595) means that if the free shipping promo variables (X1) and customer experience (X2) are
considered constant at number (0), then customer satisfaction (Y) will be worth (-1.595).

b. The regression coefficient value of the free shipping promo variable (X1) is 0.347 (positive) this shows that the free
shipping promo variable (X1) has a positive influence on customer satisfaction (Y) so it can be concluded that each
unit of the free shipping promo variable (X1) will affect customer satisfaction (Y) of 0.347, assuming that other variables
are not examined in this study.

c. The regression coefficient value of the customer experience variable (X2) is 0.384 (positive) this shows that the customer
experience variable (X2) has a positive influence on customer satisfaction (Y) so it can be concluded that every unit of
the customer experience variable (X1) will affect customer satisfaction. customer (Y) of 0.384, assuming that other
variables are not examined in this study.

Hypothesis testing
Partial Test (t Test)
It is known that the value of df = NK = 100-3 = 97 with a significance level of 0.05 (one side) so that the t table is 1.660.

Table 8. Partial Test Results (t Test)

Coefficientsa

Model T Sig
1 (Constant) -1,209 ,229

Free Shipping Promo (X1) 2,740 ,007

Customer Experience (X2) a. 14,156 ,000

Dependent Variable: Y
Source: primary data, processed

It is known from table 8 that the calculated t value of the free shipping promo variable (X1) is 2,740 > t table 1.660 with a
significant level of 0.007 < (0.05), it can be concluded that the free shipping promo variable (X1) partially has a positive and
significant effect on customer satisfaction variable (Y). The calculated t value of the customer experience variable (X2) 14,156 > t
table 1.660 with a significance level of 0.000 < (0.05), it can be concluded that the customer experience variable (X2) partially has
a positive and significant effect on the customer satisfaction variable (Y).

Simultaneous Test (F Test)

It is known that the value of df (N1) = K-1 = 3-1 = 2 and the value of df(N2) = NK = 100-3 = 97 with a significance level of 0.05
(one-sided) so that the F table is 3.09.

Table 9. Simultaneous Test Results (Test F)

ANOVAa

Model F Sig
1 Regression 203,503 ,000b
Residual

Total

a. Dependent Variable: Y
b. Predictors: (Constant), X2, X1
Source: primary data, processed

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The results of the F test, it is known that the value of Fcount 203.503 > Ftable 3.09 with a significance level of 0.000
< (0.05), it can be concluded that the free shipping promo (X1) and customer experience (X2) variables simultaneously
(together) have a positive and significant effect on the customer satisfaction variable (Y).

Coefficient of Determination Test (R² Test)

Table 10. Coefficient of Determination Test Results (R² Test)
Model Summaryb

Std. Error of the

Model R R Square Adjusted R Square
Estimate

1 ,899a 0.808 0.804 1,992

a. Predictors: (Constant), X2, X1

b. Dependent Variable: Y
Source: primary data, processed.
Based on table 10 above, the R Square coefficient value is 0.808 or 80.8%. It can be concluded that the effect of
free shipping promo variables (X1) and customer experience ((X2) on customer satisfaction (Y) is 0.808 or 80.8%, while the
remaining 19.2% is influenced by other variables not found in this study.

Discussion
The Effect of Free Shipping and Customer Experience Promos on Customer Satisfaction
Based on the results of the study, it shows that the free shipping promo and customer experience
simultaneously (together) affect customer satisfaction on Shopee application users. This is based on table 9 which shows
the results of the F test, the value of Fcount is 203.503 > Ftable 3.09 with a significance level of 0.000 < (0.05). The
magnitude of the effect of the free shipping promo and customer experience is 0.808 or 80.8%, while the remaining 19.2%
is influenced by other variables outside the research model.

Effect of Free Shipping Promo on Customer Satisfaction

Based on the results of the study, it shows that the free shipping promo partially has a positive and significant effect
on customer satisfaction for Shopee application users. This is evidenced in table 8 which shows the results of the t-test
obtained by the t-count value of 2.740 > t-table 1.660 with a significance level of 0.007 <0.05. This research is in line with
the research of Maghfiroh (2021)
where the free shipping promo affects customer satisfaction. This research indicates that the free shipping promo can create
customer satisfaction because free shipping can reduce the costs incurred by customers when shopping online. Shopee
must continue to pay attention to this in order to maintain customer satisfaction.

The Influence of Customer Experience on Customer Satisfaction

Based on the results of the study, it shows that customer experience partially has a positive and significant influence
on customer satisfaction on Shopee application users. This is evidenced in table 8 which shows the results of the t test, the
t value is 14,156 > t table 1.660 with a significance level of 0.000 <0.05. This research is in line with the research of Salim &
Catherine (2020) where customer experience affects customer satisfaction. This research indicates that customer
satisfaction can be formed through a positive shopping experience.

Customers who are made comfortable with the ease of making transactions and the availability of complete products when
shopping at Shopee encourage customers to provide positive feedback as a form of satisfaction.

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V. LIMITATIONS AND FUTURE RESEARCH

Some of the limitations of this study, namely: 1) When the research was conducted it was still during the
COVID-19 pandemic so that the distribution of the questionnaire was carried out online which caused the question
of the honesty of the respondents when filling out the questionnaire. 2) The research subject focuses on people
aged > 17 years, both male and female. Further researchers are expected to be able to test and develop the results
of this study by using different variables and reading a lot of literature for the sake of fluency in writing

VI. CONCLUSION

Based on the results of research and discussion on the effect of free shipping promos and customer
experience on customer satisfaction of Shopee application users, it can be concluded that: 1) Free shipping promos
have a significant influence on Shopee application user customer satisfaction. So Ha1 in this study is accepted. 2)
Customer experience has a significant influence on customer satisfaction of Shopee application users. So Ha2 in
this study is accepted. 3) Promo free shipping and customer experience simultaneously (together) have an influence
on customer satisfaction of Shopee application users. So Ha3 in this study is accepted.

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Maker: Management Journal

STIE SULTAN AGUNG's Management Study Program
Volume 6– Number 1, June 2020, (Pages 31-42)

Available online at: http://www.maker.ac.id/index.php/maker

INFLUENCE OF PRODUCT REVIEWS, EASY, RELIABILITY,

AND PRICE AGAINST THE PURCHASE DECISION ON
MARKETPLACE SHOPEE DI MOJOKERTO

Khafidatul Ilmiyah 1) *, Indra Krishernawan 2)

1,2 STIE Al-Anwar. Jalan Raya Brangkal No. 70, Kedungmaling, Sooko Mojokerto, Jawa Timur,
61361, Indonesia.
* Email: 1miya.afie27@gmail.com, 2 indrakrishernawan@stie-alanwar.ac.id

Abstract
This research plans to identify the effect of product reviews, convenience, trustworthiness, and
price on purchasing decisions on the Shopee marketplace in Mojokerto. This type of research is
quantitative research. The sample used in this study was 100 respondents obtained by using purposive
sampling method. Data collection was taken using a questionnaire via google form. Data analysis
methods, namely validity test, reliability test, classical assumption test, multiple linear regression
analysis, t test, and F test, as well as the coefficient of determination. Calculation of data using SPSS
21. Test results report that product reviews do not have a positive influence on purchasing decisions on
the Shopee Marketplace in Mojokerto, on the other hand convenience, trust, and price have a positive
and significant influence on purchasing decisions on the Shopee Marketplace in Mojokerto. The
convenience variable is the variable that has the most dominant influence on purchasing decisions at
the Shopee Marketplace in Mojokerto.
Keywords: Product Reviews, Convenience, Trust, Price, Purchase Results

Abstract
This study intends to determine the effect of product reviews, ease, trust, and price on purchasing
decisions at the marketplace Shopee in Mojokerto. This type of research is quantitative research. The
sample used in this study was 100 respondents obtained using purposive sampling technique. Data
collection was taken using a questionnaire via Google Form. Data analysis techniques are validity test,
reliability test, classic assumption test, multiple linear regression analysis, t test, and F test, and the
coefficient of determination. Data calculations using SPSS 21. The test results state that product reviews
do not have a positive influence on purchasing decisions at the marketplace Shopee in Mojokerto, while
ease, trust, and price have a positive and significant effect on purchasing decisions at the marketplace
Shopee in Mojokerto. Ease variable is the variable that has the most dominant influence on purchasing
decisions in the marketplace Shopee in Mojokerto.
Keywords: Product Reviews, Ease, Trust, Price, Purchase Decision

Article History: Received 13 May 2020 Accepted 23 May 2020 Published 05 June 2020

Copyright © 2020, Maker: Journal of Management, ISSN: 2502-4434 (Print), ISSN: 2686-259x (Online)
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Maker: Journal of Management, 6 (1), June 2020 - 32

PRELIMINARY
how much if using technology
person believe
according to
him will be separated from the business. Here
In the current era of technology, the
Shopee also provides a “live chat” feature
internet network has unlimited space and its
that makes it different from the marketplace
reach is very wide.
According to APJII, known as the Association
other. In this feature, buyers can easily talk
of Indonesian Internet Service Providers and
directly and can negotiate with sellers on
Technopreneurs, internet users in Indonesia
Shopee. Shopee has listed many payment
increased by 143.26 million people or equal
systems such as COD (Cash On Delivery)
to 54.7 percentage points of the total
which was recently implemented.
population (APJII Bulletin, edition 22/3/18).
From internet users in Indonesia, mainly as a
Buyer trust as the most important key.
means of online business. Internet users for
Because the business activities carried out
business activities are called in other words,
are online, sellers and buyers do not deal
namely e-commerce or e-commerce
directly with Malau (2016:301). In terms of
security in transactions, Shopee guarantees
Electronic Commerce.
with a guarantee system and also provides a
The most popular e-commerce in
joint account to protect consumers from being
Indonesia is Shopee.co.id. Shopee is in the
deceived.
type of e-commerce for consumers to
consumers (C2C). Shopee's Chief Executive
Not only product reviews, convenience,
Officer is Chris Feng. Shopee co.id was
or trustworthiness, price also plays a significant
launched in Indonesia in June 2015. For the
role in influencing someone to make a
phenomenon of changing patterns of people
purchase.
who used to shop with shopping places, now
According to Malau (2017: 147), price is a
they have become efficient by shopping
measure or monetary unit of an item or service
online. To decide to buy online
that is paid to obtain ownership rights or use
of goods or services. At Shopee, buyers can
online usually many considerations such as
also see the prices of the products they are
product reviews, convenience, trustworthiness,
looking for and can also sort prices from
and price.
lowest to highest, of course with quality that
Product reviews are reviews given by
matches the price.
customers on the product (Spink, 2002 in
Nurul, et al.
Based on the description above, the
2019). Conscientious consumers will tend to
researcher wants to know how product
pay attention to the reviews given by previous
reviews, convenience, trustworthiness, and
buyers available on the Shopee marketplace .
price affect purchasing decisions.
In order to reduce the risk in shopping.
THEORETICAL BASIS

Ease of use is also important to make it Product Reviews

easier for consumers to make purchases. For According to Mo, et al. in Saripa (2019)
this reason, Jogiyanto (2007:115) in Tanjaya, argues that reviews containing images reflect
et al (2019) argues that convenience is the actual quality of the goods, such as color
issues,

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Maker: Journal of Management, 6 (1), June 2020 - 33
inconsistent specifications, problems
usage, or high quality, and good experience.
Product reviews are reviews given by
customers on the product (Spink in Nurul,
et al. 2019).
Based on the existing definition, it
can be concluded that product reviews are
writings written by consumers in columns
that have been prepared by e-commerce
that reflect the actual quality of goods,
such as color problems, inconsistent
specifications, problems
usage, or high quality, and good experience.
The product review indicators are based
on (Lackermair, et.
al. (2013) in Sudjatmika (2017)).
a. awareness or awareness;
b. frequency or frequency;
c. comparison or comparison;
d. influence or effect.
Convenience
According to Jogiyanto in Tanjaya,
et al (2019), convenience is how many
people believe that using technology,
according to him, will be free from a
business. Otherwise
According to Davis in Istanti (2017), the
ease of using technology can determine
consumer decisions to make a purchase
decision.
From the various definitions above,
it can be concluded that convenience is a
measure of trust where the technology or
site is easy to use and free from effort that
can affect consumer interest in transacting
online. The indicators of convenience
according to Alwadani in Sudjatmika (2017):
a. ease of recognizing;
b. ease of navigation;
c. ease of gathering information;
d. ease of purchase.
Copyright © 2020, Maker: Journal of Management, ISSN: 2502-4434 (Print), ISSN: 2686-259x (Online)
Trust
Trust in consumer Buyers or
experience regardingproduct
trustand
in athere are
benefits or uses for these attributes
(Sudaryono, 2016:68). Buyer trust as the
most important key. Because the business
activities carried out are online, sellers and
buyers do not face each other directly
(Malau, 2016:301). According to Barnes in
Malau (2016: 301), trust is a desire to find
someone he wants in an exchange
relationship.
A person's belief that his relationship will
get what is expected and can be trusted is
called trust.
From this definition, it can be
concluded that trust is a belief in a product
that has attributes and benefits from the
attributes, as well as the belief that the
exchange relationship will provide what is
desired and can be relied on. The indicators
of the trust variable according to (Langton,
et. al., 2016:241), namely:
a. integrity/integrity;
b. benevolence ;
c. abilities.
Price
According to Kotler and Keller (2018:
67), price is part of the marketing mix that
brings in an income. Prices cannot be
equated with services or money for
someone for the place and time of the
exchange rate (Oentoro in Sudaryono,
2016: 216). Meanwhile, according to Malau
(2017: 147), price is a measure or monetary
unit of a product of goods or other services
that are exchanged in order to obtain
ownership rights or use of these goods or
services.
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Maker: Journal of Management, 6 (1), June 2020 - 34

From this definition, it can be concluded conceptual framework

that price is the exchange rate which is The conceptual framework of this
equated with money in order to obtain research can be seen in the image below:
ownership rights or usufructuary rights of
goods or services. The following is an
indicator of price according to (Kotler and
Armstrong (2008) in Nasution (2018):
a. price eligibility ;
b. product quality according to price;
c. there are discounts or discounts.
Purchase Decision
According to Sudaryono (2016: 99),
purchasing decisions are choosing several
alternative choices of two or more than two.
It can be said that in making a decision a
person must determine one alternative from
another alternative. If someone decides to
buy because they are faced with the choice
of buying or not buying, then the
Figure 1. Conceptual Framework
This is the position of making a decision.
Meanwhile, according to Tjiptono in Through this conceptual framework,
Hidayati (2018), the purchase decision is the authors set the research hypothesis as
the stage where the buyer understands a follows:
problem, explores clues for the brand or H1: product reviews have a positive and
product then considers several alternatives significant influence on purchasing
for problem solving and then makes a decisions;
purchase decision. H2: convenience has a positive and
significant influence on purchasing
From the theory above, it can be decisions;
interpreted that purchasing decisions are H3: trust has a positive and significant
responses in which consumers recognize a influence on purchasing decisions;
problem, seek information, evaluate an
alternative, decide to buy and act or behavior H4 : price has a positive and significant
after purchase. influence on purchasing decisions;
For indicators of purchasing decisions
(Kotler and Keller, 2019: 184), which are as H5: review product, convenience,
follows: trustworthiness, and price have a
a. search for information; simultaneous and significant influence
b. evaluation of alternatives; on purchasing decisions.
c. make purchasing decisions;
d. post-purchase behavior.

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Maker: Journal of Management, 6 (1), June 2020 - 35

METHOD not filled in, the research sample is determined by

The research method is quantitative. 100 respondents.

The population is a subject that has special Primary data sources are obtained from online

characteristics that are designated and studied then questionnaires to Shopee consumers in Mojokerto

it can be concluded (Sugiyono, 2018:117). with google form

(http:// bit.ly/ 36AjRg1) and disseminated through
So that the research population social media in order to reach respondents faster
These are all consumers on the Shopee Marketplace and wider.
in the Mojokerto area, East Java. Where the total According to Sugiyono (2018: 199), the technique or

population is not known with certainty. method of collecting data by distributing questions or
statements to respondents is called a questionnaire
The sampling technique used nonprobability (questionnaire). Statements or questionnaire

sampling technique. The method uses

sampling.
purposive questions with a Likert scale of 1-5.

Purposive sampling, namely the sample has certain

considerations (Sugiyono, 2018:124). Considerations RESULTS AND DISCUSSION
in this study include:
Validity test
A questionnaire is said to be valid
by using the validity test. If r count > r table and
1. the consumer has the Shopee application;
positive with a significance < 0.05 then it is declared
2. Shopee consumers who are domiciled in Mojokerto;
valid.
Based on the results of the SPSS 21 data processing,
3. have made a purchase transaction at least 1 (one)
all statements of variables X1, X2, X3, X4 and Y are
time via the Shopee application.
declared valid with
significant value <0.05 and calculated r value > from
The formula for determining the sample when
r table (0.168).
the number of samples cannot be known with
certainty, namely the Unknown Population formula Reliability Test
(Fredinand in Saripa, 2019) A questionnaire was declared reliable.
2
=
If 0.70 is declared reliable.
4 (ÿ) 2

Information : Table 1. Reliability Test Results

n = Number of samples Cut
Cronbach
Variable off Results
z = Significance, Alpha
sig
5% for Z = 1.96 Review
0,895 0.70 Reliable
= Margin of error, 10% or 0.1 Product (X1)
From the above formula, the results of the Convenience
0,902 0.70 Reliable
(X2)
sample calculation are:
2 Trust
= 0,874 0.70 Reliable
(X3)
4 (ÿ) 2

=
1,962 Price (X4) 0,837 0,70 Reliable
4(0,1)2
Results
= 96.4 rounded up to 96. Purchase 0,915 0,70 Reliable
From the results above, it can be concluded (AND)

that the sample taken is at least 96 respondents. To Source: processed data (2020)

overcome the questionnaire that

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Maker: Management Journal, 6 (1), June 2020 - 36

Based on the results of SPSS 21 data Heteroscedasticity Test

processing, all variables with cronbach alpha values >
0.70 were declared reliable. So it can be continued for
research.

Classic assumption test

Data Normality Test

Table 2. Data Normality Test Results

Unstandardized
Residual
N 100
Mean ,0000000
Normal
Std. ,03770114 Figure 2. Heteroscedasticity Test
Parametersa,b Scatterplot Graph
Deviation
Absolute ,126
Most Extreme Based on Figure 1, the heteroscedasticity test by
Positive ,113
Differences looking at the scatterplot graph of the data does not
Negative -,126
Kolmogorov-Smirnov Z Asymp. 1,256 show patterns such as narrowing, widening and wavy.
Sig. (2-tailed) ,085 Then it is stated that there is no symptom of
Source: processed data (2020) heteroscedasticity.

The result of Kolmogorov-Smirnov (KS) shows

Autocorrelation Test
a significant value > 0.05, which is 0.085, then the
data is declared normally distributed. Autocorrelation test with DW test or Durbin
Watson test. It is said that there is no autocorrelation
if the result is DU < DW < 4 – DU.
Multicollinearity Test

Table 3. Multicollinearity Test Results

Table 4. Autocorrelation Test Results
Statistic Colinierity M R R Adjusted Durbin Square Hours.

Model from R Square Error of Watson

LIVELY the the
Tolerance
Estimate

(Consist) 1 ,864a ,747 ,736 3,4159 2,188

Source: processed data (2020)

Product Reviews 1,984
0,504
(X1) Based on the autocorrelation test table with the
2,282 DW test or the Durbin Watson test.
Facilities (X2) 0,438
The result is 1.758 < 2.188 < 4 - 1.758 is the same
Trust 2,581
0,387 with 1.755 < 2.188 < 2.242, it is stated that there is no
(X3)
autocorrelation.
2,957
Price (X4) 0,338

Source: processed data (2020)

The results of the multicollinearity test used the

VIF and tolarance values. There is no multicollinearity
symptom if all variables with VIF value < 10 and
tolerance > 0.1. So, the data above does not show any
symptoms of multicollinearity.

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Maker: Journal of Management, 6 (1), June 2020 - 37

Multiple Linear Regression Analysis d. The confidence regression coefficient (X3) is positive
0.219 which means that if there is an increase of
Table 5. Results of Multiple Linear
Regression Analysis one point (1%) it will increase the purchase decision
by as much as
Model Unstandardiz Stand T Sig.
0.219. Conversely, if there is a decrease of one
and rdized
point (1%) it will reduce the purchasing decision by
Coefficients Coeffi
0.219 if the assumptions of other variables do not
cients
change.
B Std. Beta e. The price regression coefficient (X4) is positive 0.334
Error which means that if there is an increase of one point
(1%) it will increase the purchasing decision by
(Constant) -,658 2,731 -,241 ,810
0.334.
Review ,090 ,081 ,081 1,109 ,270
Conversely, if there is a decrease of one point (1%)
Product
it will reduce the purchasing decision by 0.334 if the
(X1) assumptions of other variables do not change.
1 Ease ,373 ,084 ,347 4,451 ,000

n (X2) f. The results of the analysis show that the dominant

independent variable has the first effect, namely the
Trust ,219 ,078 ,233 2,810 ,006
ease variable, the regression coefficient is 0.373,
an (X3)
then the second dominant is the price variable, the
Price (X4) ,334 ,092 ,320 3,611 ,000 regression coefficient is 0.334, the third dominant is
Source: processed data (2020) the confidence variable, the regression coefficient

The regression equation is obtained, namely: is 0.219.

and = - 0,658 + 0,090 X1 + 0,373 X2 + 0,219
Partial Test (t Test)
X3 + 0,334 X4
Table 6. Partial Test Results (t Test)
The result of the linear regression equation
Cut
The multiples above are described, among others, namely: Model t hitung t table Sig off
a. The constant value is negative -0.658 sig
means that if the product reviews, convenience, Review
1,109 1,661 0,270 0,05
trustworthiness and price variables are constant, Product (X1)
Convenience
the purchase decision variable will be -0.658. 4,451 1,661 0,000 0,05
(X2)
Trust
2,810 1,661 0,006 0,05
b. The product review regression coefficient (X1) has a (X3)
positive value of 0.090 which means that if there is Price (X4) 3,611 1,661 0,000 0,05
an increase of one point (1%) it will increase the Source: processed data (2020)
purchasing decision by 0.090. On the other hand, if
If the hypothesis which states that the independent
it decreases
one point (1%) will reduce purchasing decisions by variable (independent) individually affects the dependent

0.090 if the assumptions of other variables do not variable (dependent) is accepted and proven, if t count is

change. c. The convenience regression coefficient greater than t table (t count > t table). a. product review
(X2) is positive 0.373 which means that if there is an variable does not have a positive and significant effect on
increase of one point (1%) it will increase the purchasing decisions;
purchasing decision by as much as

0.373. Conversely, if there is a decrease of one

point (1%) it will reduce the purchasing decision by b. the convenience variable has a positive and
0.373 if the assumptions of other variables do not significant influence on purchasing decisions;
change.

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Maker: Journal of Management, 6 (1), June 2020 - 38

c. trust variable has an effect purchase has a very strong relationship with the level of
positive and significant to purchasing the coefficient interval (0.80-1,000).
decisions;
d. the price variable has a positive and
Discussion
significant influence on purchasing decisions.
1) Effect of Product Reviews on
Purchase Decision
Simultaneous Test (F Test)
The results of the product review
Table 7. Simultaneous Test Results (Test F) variable t count 1.109 and t table 1.661
Model Sum of Df Mean
F Sig (1.109 < 1.661) with a significant value of
Squares Square .
0.270 (0.270 > 0.05) and a regression
3272,024 4 818,006 70,1 ,00 coefficient value of 0.090, so the hypothesis
Regression b
05 0 that explains that "product reviews have a
1

Residual 1108,486 95 11,668 positive and significant effect on purchasing

Total 4380,510 99 decisions in the marketplace Shopee in
Mojokerto” didn't work
proved. Thing
Source: processed data (2020)
shows that many consumers do not see
Product reviews, convenience, trust and price
the product review feature of other
variables on purchasing decisions have a significance consumers who have purchased to make a
value of 0.000 <0.05 and the calculated F value (70.105) purchase decision.
> F table (2.47). The results of this study support
Hypothesis testing states that product reviews, research by Sudjatmika (2017) entitled The
convenience, trustworthiness and price have a joint effect effect of price, product reviews, convenience,
on purchasing decisions on the marketplace and security on online purchasing decisions .
Explain that the product review variable
has no influence on purchasing decisions.
Shopee in Mojokerto is accepted or proven.

Coefficient of Determination (R2 )

The results of this study are different
Table 8. Coefficient of Determination Test Results (R2 )
Model R R Adjusted R Hours. Durbin from the results of Saripa's research (2019)
Square Square Error Watson with the title The Effect of Product Reviews
of the
Estimate
and Ratings on Purchase Decisions
And Through Tokopedia (Case Study of 3
,864a ,747 ,736 3,4159 2,188 Districts in Makassar City). Reviews have
1
an effect on purchasing decisions through
Source: processed data (2020) Tokopedia in Makassar City.
The results of the Adjusted R Square value of
2) Effect of Ease of Purchase To
Decision The results of
0.736 or 73.6% which means that 73.6% of changes in
the research on the convenience
purchasing decision variables can be explained by variable t count 4.451 and t table 1.661
product reviews, convenience, trustworthiness and price (4.451 > 1.661). The significance is 0.000
variables, while the remaining 26.4% results are described (0.000 < 0.05) and the regression coefficient
is 0.373, so this study succeeded in proving
by other variables that are not in this study. The results the hypothesis which states that "ease has
of the correlation coefficient (R) 0.864 indicate that the a significant and positive effect on
relationship between the independent variables together
purchasing decisions at the Shopee
marketplace in Mojokerto". This shows that
on the decision variable
the shopee marketplace has access to

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Maker: Journal of Management, 6 (1), June 2020 - 39
easy-to-use site. The easier the site is to use the
higher the purchase decision.
Ease of purchase is very important. If the
website in the marketplace is easy to use, consumers
will be interested in making a purchase.
According to Davis (2000) in Istanti (2017)
The ease of using technology can determine a
person's decision to make a purchase decision. In
Istanti's research (2017) the convenience of consumers
in using online buying and selling sites greatly affects
their interest in transacting online.
The results of the study are supported by
Sudjatmika's research (2017) Explaining that the
convenience variable has a positive and significant
influence on online purchasing decisions at
Tokopedia.com. Nasution's research (2018) explains
that there is an influence of the convenience variable
with
online purchasing decisions for FEBI IAIN
Padangsidimpuan students. Istanti Research (2017)
Explaining that the ease of shopping has an influence
on the Online Shopping Purchase Decision in the City
of Surabaya.
3) The Influence of Trust on Purchasing Decisions
The results of the confidence variable value
of t count 2.810 and t table 1.661 (2.810 > 1.661).
The significance is 0.006 (0.006 < 0.05) and the
regression coefficient value has a value of 0.219, so
the hypothesis that "trust has a positive and significant
effect on purchasing decisions at the Shopee
marketplace in Mojokerto" was successful.
proved. Thing
shows that the shopee marketplace can be trusted by
consumers in terms of online shopping services and
transactions. The influence of purchasing decisions is
higher if consumer confidence is higher as well.
Buyer's trust or consumer experience regarding
trust in a product and there are benefits or
Copyright © 2020, Maker: Journal of Management, ISSN: 2502-4434 (Print), ISSN: 2686-259x (Online)
the usefulness of these attributes (Sudaryono,
2016:68). Buyer trust as the most important key.
Because the business activities carried out are online,
sellers and buyers do not deal directly with Malau
(2016:301).
According
to Barnes (2003: 148) in Malau (2016: 301)
Trust is a person's desire to find his desire in the
exchange relationship.
The results of this study are supported by
Istanti's research (2017) explaining that the trust
variable has the least effect on Online Shopping
Purchase Decisions in the City of Surabaya. Usvita's
research (2017) explains that trust has an influence
on online purchasing decisions. Research Tanjaya, et
al.
(2019) Explain trust has an influence on purchasing
decisions.
Research results Anggraeni and Madiawati (2016)
Explain that trust has an effect on online purchasing
decisions .
4) The Influence of Price on Purchasing Decisions
The results of the t-count price variable are 3.611
and t-table are 1.661 (3.611 > 1.661). Significant 0.000
(0.000 < 0.05) and the regression coefficient value is
0.334, then the hypothesis which explains that "price
has a positive and significant effect on purchasing
decisions at the Shopee marketplace in Mojokerto"
has been successfully proven. Showing the shopee
marketplace prices with quality according to consumer
needs and providing lots of discounts and promotions.
Price can be used by a seller to differentiate a
product from competitors. According to Kotler and
Keller (2018: 67) Price is part of the marketing mix
that brings in an income.
According to Kotler and Keller (2018: 67) Price is part
of the marketing mix that brings in an income. Prices
cannot be equated with services or money
for someone over place and time
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Maker: Journal of Management, 6 (1), June 2020 - 40
to the exchange rate (Oentoro, 2012 in
Sudaryono, 2016: 216).
The results of the study are supported by
Istanti's research (2017) Explaining that the price of
influence the Online Shopping Purchase
Decision in the City of Surabaya.
Meanwhile, Sudjatmika's research (2017)
and Nasution's (2018) research that explains
that price has no effect on purchasing
decisions.
5) The Effect of Product Reviews,
Convenience, Trust and Price on Purchase
Decisions. The results of the study showed
that the calculated F value was 70.105
and the F table was 2.47 (70.105 > 2.47).
Significant 0.000 (0.000 <0.05), then the
hypothesis which explains that "product
reviews, convenience, trustworthiness and
price simultaneously have a positive and
significant effect on purchasing decisions at
the Shopee marketplace in Mojokerto" was
successfully proven.
6) Convenience variable has the most
According to Sudaryono (2016: 99)
Decision is choosing several alternative
choices of two or more than two. It can be
said that in making a decision a person must
determine one alternative from another
alternative. If someone decides to buy
because they are faced with the choice to
buy or not to buy, it is a position to make a
decision. Meanwhile, according to Tjiptono
(2011) in Hidayati (2018) Purchasing decision
is the stage where the buyer understands a
problem, explores clues for the brand or
product then considers several alternatives
for problem solving and then makes a
purchase decision.
There are four influences on a person
to make a purchase decision, namely product
reviews, convenience, trust and price.
Product reviews are reviews given by
customers on the product. If the reviews
given by previous consumers are good, then
consumers will be influenced to decide to
buy because purchases are made with
Copyright © 2020, Maker: Journal of Management, ISSN: 2502-4434 (Print), ISSN: 2686-259x (Online)
online media and do not know the original
form of the item. Not only product reviews
are considered, but consumers are very
concerned about the ease of use of the site.
Convenience is believing that using
technological tools can save you a lot of
effort.
Ease of using the marketplace site
very influential on their interest to transact
online. After
accessibility of producers must create trust.
Trust is belief in products that have attributes
and benefit from attributes, and also the
belief that relationships
the exchange will give you what you want
and is reliable. After trust, price must also
be considered, price is the exchange rate
paid in order to obtain ownership or
usufructuary rights from
goods or services.
dominant influence on purchase
The results decision.
of multiple
regression
linear
analysis, obtained regression coefficient
0.373 and t count 4.451 for the
convenience variable (X2). So in conclusion,
the convenience variable (X2) is the variable
that has the most dominant and greatest
influence on purchasing decisions.
In Istanti's research (2017) the ease of
using a marketplace site greatly influences
his interest in transacting online.
This shows that the ease of
buying and selling sites will affect the level
of decision to buy.
The results of the study support the
research of Sudjatmika (2017) Explaining
the convenience variable is the variable that
has the biggest influence on online
purchasing decisions .
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Maker: Journal of Management, 6 (1), June 2020 - 41

CONCLUSIONS AND RECOMMENDATIONS

develop more variables to be studied. For
The knot example adding security variables, product
quality, risk perception, information quality and
Partially, the product review variable does
so on. So that the research is even more perfect.
not have a positive and significant influence on
The population and samples are more than 100
purchasing decisions at the Shopee Marketplace
samples.
in Mojokerto.
However, the convenience, trust, and price
variables each have a positive and significant BIBLIOGRAPHY

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 Volume 2 Nomor 1 2021
ISSN (Online): 2774-7212
http://journal.febubhara-sby.org/benchmark

Pengaruh Potongan Harga, Iklan, dan Kualitas Produk terhadap

Keputusan Pembelian di Shopee
*Refita Alce
Program Studi Manajemen Fakultas Ekonomi dan Bisnis
Universitas Bhayangkara Surabaya, Indonesia
DOI: 10.46821/benchmark.v2i1.224

Abstrak
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh potongan harga, iklan dan
kualitas produk baik secara parsial maupun simultan terhadap keputusan pembelian di
Shopee. Jenis penelitian ini adalah kuantitatif dengan metode survei. Sampel dalam penelitian
ini sebanyak 100 responden dengan menggunakan metode Simple random sampling, yakni
pengambilan anggota sample dari populasi dilakukan secara acak tanpa memperhatikan
strata yang ada dalam populasi tersebut. Teknik analisis data menggunakan analisis regresi
linier berganda disertai uji F (simultan) dan uji t (parsial). Proses perhitungan menggunakan
SPSS 25.0. Hasil pengujian menunjukkan bahwa potongan harga dan iklan secara parsial
berpengaruh signifikan terhadap keputusan pembelian di Shopee, sedangkan kualitas
produk secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian di
Shopee. Faktor yang sangat berpengaruh terhadap kep utusan pembelian di Shopee
adalah kualitas produk.

Kata Kunci: Potongan Harga, Iklan, Kualitas Produk, Keputusan Pembelian.

Abstract
The purpose of this study was to determine the effect of price discounts, advertising, and
product quality either partially or simultaneously on purchasing decisions at Shopee. This type
of research is quantitative with a survey method. The sample in this study was 100 respondents
using the simple random sampling method, which is based on the criteria of Shopee users at
Bhayangkara University Surabaya who have made purchases at Shopee more than once. The
data analysis technique used multiple linear regression analysis with F test (simultaneous) and t
test (partial ). The calculation process uses SPSS 25.0. The test results show that price and
advertising partially have a significant effect on purchasing decisions at Shopee, while product
quality partially has no significant effect on purchasing decisions at Shopee. The most
influential factor in purchasing decisions at Shopee is product quality.

Keywords: Discounts, Advertising, Product Quality, Purchase Decision.

PENDAHULUAN
Pada era globalisasi saat ini perkembangan teknologi dan informasi di dunia
khususnya internet mengalami perkembangan yang sangat pesat. Salah satu hasil dari
kemajuan teknologi informasi setelah era surat kabar, radio, televisi adalah teknologi
komputer yang saat ini memegang peran penting dalam penyebaran informasi
dan akan terus berkembang di tambah dengan adanya internet. Internet dapat
menghubungkan satu orang dengan orang lainnya, serta menyediakan informasi
sebagai sarana hiburan, maupun sebagai sarana komunikasi. Menurut Kim dan Mood

*Corresponding Author: Hal: 81-93

Email: refitaalce98@gmail.com
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Refita Alce., Pengaruh Potongan Harga, Iklan, dan Kualitas Produk Vol. 2 No. 1
dalam Pratama (2015:2), internet adalah proses untuk mengantar kan informasi,
produk, layanan, dan proses pembayar an melalui kabel telepon, koneksi internet dan
akses digital lainnya. Internet dapat memberikan informasi untuk masyarakat tanpa
dibatasi oleh lokasi dan waktu. Hal ini membuat masyarakat menyadari bahwa
teknologi komunikasi denga n menggunakan internet menjadi kebutuhan pokok
bagi sebagian besar orang selain kebutuhan pangan, sandang, dan papan.
Selain menghadapi era globalisasi, perusahaan-perusahaan di Indonesia juga
menghadapi tantangan yang terkait dengan MEA. Masyarakat Ekonomi ASEAN atau
yang biasa disingkat menjadi MEA secara singkatnya bias diartikan sebagai bentuk
integrase Ekonomi ASEAN yang artinya semua Negara-negara yang berada dikawasan
Asia Tenggara (ASEAN) menerapkan system perdagangan bebas (Nesadurai, 2015:39).
Menurut Tjiptono (2015:166), diskon merupakan potongan harga yang
diberikan oleh penjual kepada pembeli sebagai penghargaan atas aktivitas tertentu dari
pembeli yang menyenangkan bagi penjual.
Menurut pendapat Durianto dan Liana dalam Fitriah (2018:12), iklan adalah
semua bentuk aktivitas untuk menghadirkan dan mempromosika n ide, barang, atau jasa
secara nonpersonal yang dibayar oleh sponsor tertentu.
Menurut Kotler dan Keller (2016:164), kualitas produk adalah kemampua n
suatu barang untuk memberikan hasil atau kinerja yang sesuai bahkan melebihi dari apa
yang di inginkan pelanggan.
Menurut Abdurrahman (2015:41) Keputusan pembelian, yaitu keputusan
konsumen untuk membeli atau tidak membeli suatu produk atau jasa merupakan
alternatif yang penting bagi pemasar. Keputusan pembelian merupakan salah satu
tahapan dalam proses keputusan pembelian sebelum perilaku pasca pembelian. Dalam
memasuki tahap keputusan pembelian sebelumnya konsumen sudah dihadapkan pada
beberapa pilihan alternatif sehingga pada tahap ini konsumen akan melakukan aksi
untuk memutuskan untuk membeli produk berdasarkan pilihan yang ditentukan.
Berkembangnya teknologi, informasi, komunikasi dan pengetahuan diharapkan
mampu menambah daya tarik konsumen untuk membeli produk mereka,
sehingga mampu memberikan profit yang cukup menguntungkan bagi perusahaan.
Shopee, diharapkan dapat meningkatkan daya keputusan pembelian konsumennya dan
mampu bersaing dengan para e-commerce yang menjual produk yang sama.

TINJAUAN PUSTAKA
Potongan Harga
Kotler dan Amstrong (2016), mendefinisikan potongan harga sebagai pengurangan
langsung terhadap harga dalam pembelian pada masa tertentu suatu waktu atau dalam
kuantitas besar.
Sedangkan menurut Tjiptono dalam Jurnal Della Ruslimah Sari (2018:53), diskon
merupakan potongan harga yang diberikan oleh penjual kepada pembeli
sebagai harga atas aktivitas tertentu.
Iklan
Menurut pendapat Durianto dan Liana dalam Fitriah (2018:12), iklan adalah semua
bentuk aktivitas untuk menghadirkan dan mempromosikan ide, barang, atau jasa secara
nonpersonal yang dibayar oleh sponsor tertentu.

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Sedangkan menurut Kotler dan Keller (2016:631), iklan adalah pembayaran
apapun dari presentasi nonpersonal dan promosi ide, atau layanan oleh sponsor yang
teridentifikasi.
Kualitas Produk
Menurut Kotler (2016:143), kualitas produk merupakan alat untuk menyampaikan hasil
atau kinerja yang sesuai, atau bahkan melebihi apa yang diinginkan pelanggan.
Sedangkan menurut Garvin dalam buku Fandy Tjiptono (2016:134),
mendefinisikan kualitas produk merupakan suatu penilaian konsumen terhadap
keunggulan atau keistimewaan apabila produk tersebut memenuhi harapan konsumen.
Keputusan Pembelian
Menurut Kotler dan Keller (2016:177), mendefinisikan keputusan pembelian sebagai
berikut “Consumer behaviour is the study of how individual, groups, and organizations select, buy use,
and dispose of goods, services, ideas, or experiences to satisfy their needs and wants” yang artinya
keputusan pembelian merupakan bagian dari perilaku konsumen yaitu studi tentang
bagaimana individu, kelompok, dan organisasi memilih, membeli, menggunakan,
dan bagaimana barang, jasa, idea, atau pengalaman untuk memuaskan kebutuhan dan
keingi nan
mereka.
Hipotesis Penelitian
Berdasarkan teori dan beberapa penelitian yang di uraikan diatas maka di dapat hipotesis
sebagai berikut :
a. Bahwa variabel potongan harga, iklan, dan kualitas produk secara simultan
berpengaruh signifikan terhadap keputusan pembelian di Shopee studi kasus
Universitas Bhayangkara Surabaya.
b. Bahwa variabel potongan harga, iklan, dan kualitas produk secara parsial
berpengaruh signifikan terhadap keputusan pembelian di Shopee studi kasus
Universitas Bhayangkara Surabaya.
c. Bahwa variable kualitas produk yang berpengaruh dominan terhadap keputusan
pembelian di Shopee studi kasus Universitas Bhayangkara Surabaya.

Gambar 1
Kerangka Konseptual

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METODE PENELITIAN
Lokasi dan Waktu Penelitian
Lokasi dari objek penelitian ini adalah Pengguna Shopee di Universias Bhayangkara
Surabaya yang beralamatkan di Jalan Ahmad Yani No.14, Ketintang, Gayungan,
Surabaya. Waktu penelitian ini dilaksanakan mulai bulan Februari 2021 sampai
dengan data yang diperlukan lengkap untuk melaksanakan survey lapangan dan
pengumpulan data yang dibutuhkan oleh peneliti.
Sumber Data
Sumber data yang digunakan dalam penelitian ini dengan mengumpulkan data melalui
penyebaran kuesioner kepada subyek penelitian yang akan dituju yaitu mahasiswa
pengguna shopee di Universitas Bhayangkara Surabaya. Selain itu data juga diperoleh
dari buku besar dan literatur lain yang dapat menunj ang penulisan.
Metode Pengumpulan Data
Adapun teknik pengumpulan data yang sangat menunjang terselenggaranya penelitian
dengan digunakan cara-cara pengumpulan data adalah:
a. Metode Kuesioner
Metode kuesioner merupakan teknik pengumpulan data yang dilakukan dengan cara
memberi seperangkat pertanyaan atau pernyataan tertulis kepada responden untuk
dijawabnya (Sugiyono, 2016:142). Dalam penelitian ini penulis menggunakan
metode kuesioner dengan cara memberi seperangkat pernyataan tertulis kepada
responden untuk dijawab.
b. Metode Wawancara
Metode wawancara digunakan sebagai teknik pengumpulan data apabila peneliti
ingin melakukan studi pendahuluan untuk menemukan permasalahan yang harus
diteliti, dan juga apabila peneliti ingin mengetahui hal -hal dari responden yang lebih
mendalam dan jumlah respondennya sedikit/kecil (Sugiyono, 2016:173).
Pengujian Data
Uji Validitas
Uji validitas merupakan derajat ketepatan antara data yang terjadi pada obyek
penelitian dengan daya yang dapat dilaporkan oleh peneliti. “Data yang valid adalah data
“yang tidak berbeda” antara data yang dilapor kan oleh peneliti dengan data yang
sesungguhnya terjadi pada obyek penelitian (Sugiyono, 2018:267).”
Uji Reliabilitas
Uji reliabilitas adalah suatu instrumen cukup dapat dipercaya untuk digunakan sebagai
alat pengumpul data karena instrumen tersebut sudah baik Uji reliabilitas dapat
dilakukan dengan menghitung Cronbach Alpha masing-masing item dengan bantuan SPSS
for Windows. Suatu instrument dikatakan reliabel jika mempunyai nilai alpha positif dan
lebih besar dari 0,6. Dimana semakin besar nilai alpha, maka alat pengukur yang
digunakan semakin handal. (Sugiyono, 2016:183).”

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Analisis Regresi Linier Berganda
Menurut Rachman (2017:89), regresi linier berganda adalah model regresi berganda jika
variabel terikatnya berskala data interval atau rasio (kuantitatif atau numerik).
Uji Hipotesis Pertama (Uji F)
Uji statistik F pada dasarnya menunjukkan apakah semua variabel bebas yang di-
maksudkan dalam model mempunyai pengaruh secara bersama -sama terhadap variable
terikat. Dalam penelitian ini pengujian hipotesis secara simultan dimaksudkan untuk
mengukur besarnya pengaruh variabel bebas terhadap variabel terikat.
Uji Hipotesis Kedua (Uji t)
Uji t pada pengujian ini bertujuan untuk menguji pengaruh variabel bebas terhadap
variabel terikat.
Uji Hipotesis Ketiga (Variabel yang Dominan)
Variabel yang memiliki koefisien (β) beta terbesar merupakan variabel bebas (X) yang
dominan pengaruhnya terhadap variabel terikat (Y) (Ghozali, 2016:56).
HASIL ANALISIS DAN PEMBAHASAN
Uji Validitas
Tabel 1 menunjukkan bahwa dari indikator-indikator variabel yang digunakan dalam
penelitian ini semuanya memiliki nilai kolerasi diatas 0,197. Hal ini berarti bahwa semua
indikator yang digunakan untuk mengukur semua variabel dalam penelitian ini di-
nyatakan mempunyai validitas yang tinggi.
Uji Reliabilitas
Berdasarkan Tabel 2 dapat diperoleh hasil pengujian yang dilakukan terhadap reliabilitas
kuesioner diperoleh hasil bahwa nilai Cronbach’s Alpha kesemua variabel lebih besar
dari 0,05. Kondisi ini memberikan arti bahwa seluruh variabel tersebut adalah reliabel
dan dapat digunakan pada analisis selanjutnya.
Analisis Regresi Linier Berganda
Dari tabel 3, maka dapat disusun persamaan regresi linear berganda sebagai berikut:
Y = 1.206 + 0,599X1 + -0,176X2 + 0,758X3
Persamaan regresi linear berganda yang terdapat pada Tabel 3, maka dapat dianalisis
sebagai berikut:
a. Konstanta (α) sebesar 1.206 memberi arti apabila variabel bebas Potongan Harga,
Iklan, dan Kualitas Produk adalah bernilai konstan, maka besarnya variabel terikat
Keputusan Pembelian bernilai sebesar 1.206 satuan.
b. Potongan Harga (X1) memiliki nilai koefisien sebesar 0,599. Hal ini menandakan
bahwa koefisien variabel Potongan Harga (X1) memiliki pengaruh positif (searah)
terhadap Keputusan Pembelian (Y) di Shopee. Apabila Potongan Harga bertambah
satu satuan, maka Keputusan Pembelian akan bertambah sebesar 0,599 satuan.
Artinya semakin tinggi nilai Potongan Harga maka semakin tinggi Keputusan
Pembelian.

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c. Iklan (X2) memiliki nilai koefisien sebesar 0,176. Hal ini menandakan bahwa
koefisien variabel Iklan (X2) memiliki pengaruh positif (searah) terhadap Keputusan
Pembelian (Y) di Shopee. Apabila Iklan bertambah satu satuan, maka Keputusan
Pembelian akan bertambah sebesar 0,176 satuan. Artinya semaki n tinggi nilai Iklan
maka semakin tinggi Keputusan Pembelian.
d. Kualitas Produk (X3) memiliki nilai koefisien sebesar 0,758. Hal ini menandakan
bahwa koefisien variabel Kualitas Produk (X3) memiliki pengaruh positif (searah)
terhadap Keputusan Pembelian (Y) di Shopee. Apabila Kualitas Produk bertambah
satu satuan, maka Keputusan Pembelian akan bertambah sebesar 0,758 satuan.
Artinya semakin tinggi nilai Kualitas Produk maka semakin tinggi Keputusan
Pembelian.
Jadi variabel bebas yang terdiri dari Potongan Harga, Iklan, dan Kualitas Produk
memiliki pengaruh yang positif atau searah terhadap variabel terikat Keputusan
Pembelian.
Tabel 1
Hasil Pengujian Validitas Instrumen Potongan Harga (X1), Iklan (X2), dan
Kualitas Produk (X3) terhadap Keputusan Pembelian (Y) Studi Kasus Pengguna
Shopee Di Universitas Bhayangkara Surabaya Tahun 2021
Variabel/indikator Nilai r r table Keterangan
Potongan Harga (X1)
X1.1 887 Nilai r > 0,197 Valid
X1.2 914 Nilai r > 0,197 Valid
X1.3 768 Nilai r > 0,197 Valid
Iklan (X2)
X2.1 826 Nilai r > 0,197 Valid
X2.2 770 Nilai r > 0,197 Valid
X2.3 712 Nilai r > 0,197 Valid
X2.4 683 Nilai r > 0,197 Valid
X2.5 826 Nilai r > 0,197 Valid
Kualitas Produk (X3)
X3.1 657 Nilai r > 0,197 Valid
X3.2 917 Nilai r > 0,197 Valid
X3.3 822 Nilai r > 0,197 Valid
X3.4 917 Nilai r > 0,197 Valid
X3.5 762 Nilai r > 0,197 Valid
Keputusan Pembelian (Y)
Y1 909 Nilai r > 0,197 Valid
Y2 944 Nilai r > 0,197 Valid
Y3 627 Nilai r > 0,197 Valid
Y4 666 Nilai r > 0,197 Valid
Y5 863 Nilai r > 0,197 Valid
Sumber: Data Diolah Peneliti (2021)

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Tabel 2
Hasil Pengujian Reliabilitas
Variabel Cronbach's aplha Nilai Kritis Keterangan
Potongan Harga (X1) 0,849 Reliable
Iklan (X2) 0,797 Reliable
Kualitas Produk (X3) 0,809 0,05 Reliable
Keputusan Pembelian (Y) 0,807 Reliable
Sumber: Data Diolah Peneliti (2021)
Tabel 3
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.206 .420 2.875 .005
Potongan Harga .599 .069 .379 8.736 .000
Iklan -.176 .064 -.168 -2.742 .007
Kualitas Produk .758 .074 .785 10.202 .000
a. Dependent Variable: Keutusan Pembelian
Sumber: Data Diolah Peneliti (2021)
Tabel 4
ANOVAa
Model Sum of Squares Df Mean Square F Sig.
1 Regression 642.025 3 214.008 979.977 .000b
Residual 20.965 96 .218
Total 662.990 99
a. Dependent Variable: Keutusan Pembelian
b. Predictors: (Constant), Kualitas Produk, Potongan Harga, Iklan
Pengujian Hipotesis Pertama (Uji F)
Berdasarkan tabel tersebut, pengujian menggunakan Uji F hasil perhitungan sebesar
979.977 dengan nilai signifikan sebesar 0,000. Karena nilai Fhitung lebih besar daripada
Ftabel (979.977≥2,70) dan taraf lebih kecil dari 0,05 maka keputusan H0 ditolak pada taraf
a= 0,05 sehinga dapat disimpulkan bahwa terdapat pengaruh simultan dari variabel
potongan harga, iklan dan kualitas produk terhadap variabel keputusan pembelian.
Pengujian Hipotesis Kedua (Uji t)
Dari hasil perhitungan pada tabel 5 didapatkan nilai thitung untuk variabel Potongan
Harga sebesar 8.736 dengan tingkat signifikasi yang dihasilkan sebesar 0,000. Oleh
karena nilai thitung (8.736) > ttabel (1,66088) dan nilai signifikasi yang dihasilkan sebesar
0.000. lebih kecil dari 0,05 maka H0 ditola k dan H1 diterima artinya bahwa variabel
bebas Potongan Harga secara parsial berpengar uh signifikan terhadap variabel terikat
Keputusan Pembelian.

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Dari hasil perhitungan didapatkan nilai thitung untuk iklan sebesar -2.742
dengan tingkat signifikan 0,007. Oleh karena nilai thitung (-2.742) > ttabel (1,66088) dan
nilai signifikasi yang dihasilkan sebesar 0,007 lebih kecil dari 0,05 maka H0 ditolak dan
H1 diterima artinya bahwa variabel bebas Iklan secara parsial berpengaruh signifikan
terhadap variabel terikat Keputusan Pembelian.
Dari hasil perhitungan didapatkan nilai thitung untuk Kualitas Produk sebesar
10.202 dengan tingkat signifikan 0,000. Oleh karena nilai thitung (10.202) > ttabel
(1,66088) dan nilai signifikasi yang dihasilkan sebesar 0,000 lebih kec il dari 0,05 maka
H0 ditolak dan H1 diterima artinya bahwa variabel bebas Kualitas Produk secara parsial
berpengaruh signifikan terhadap variabel terikat Keputusan Pembelian.
Pengujian Hipotesis Ketiga (Variabel Yang Dominan)
Dari tiga variabel bebas yang terdiri dari Potongan Harga (X1), Iklan (X2), Kualitas
Produk (X3), dapat diketahui bahwa variabel Kualitas Produk mempunyai nilai koefisien
β (beta) terbesar yaitu 0,785 yang merupakan nilai terbesar diantara variabel-variabel
bebas yang lain. Sehingga dapat disimpulkan bahwa variabel bebas yang berpengaruh
dominan terhadap variabel terikat Keputusan Pembelian adalah variabel Kualitas
Produk.
Tabel 5
Hasil Pengujian Parsial (Uji t)
Coefficients
Model T Sig.
1 (Constant) 2.875 .005
Potongan 8.736 .000
Harga Iklan -2.742 .007
Kualitas Produk 10.202 .000
a. Dependent Variable: Keputusan Pembelian
Sumber: Peneliti (2021)
Tabel 6
Tabel Nilai Korelasi Parsial
Coefficientsa
Model Standardized Coefficients
Beta
1 (Constant)
Potongan Harga .379
Iklan -.168
Kualitas Produk .785
a. Dependent Variable: Keputusan Pembelian
Sumber: Peneliti (2021)

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Pembahasan
Pengaruh Parsial Potongan Harga (X1), Iklan (X2), dan Kualitas Produk (X3)
terhadap Keputusan Pembelian (Y)
Pengaruh Secara Parsial Potongan Harga Terhadap Keputusan Pem-
belian
Dalam penelitian ini, pengujian secara parsial dengan uji t untuk mengetahui pengaruh
variabel Potongan Harga terhadap Keputusan Pembelian diperoleh nilai thitung untuk
variabel Potongan Harga sebesar 8,736 dengan tingkat signifikasi yang dihasilkan sebesar
0,000. Oleh karena nilai thitung (8,736) > ttabel (1,66140) dan nilai signifikasi yang
dihasilkan sebesar 0,000 lebih kecil dari 0,05 maka H0 dito lak dan H1 diterima artinya
bahwa variabel bebas Potongan Harga secara parsial berpengaruh signifikan terhadap
variabel terikat Keputusan Pembelian.
Indikator yang mempunyai skor tertinggi pada variabel Potongan Harga adalah
indikator potongan harga tunai, pada pernyataan “Potongan harga pada display
produk membuat pengguna shopee di Universitas Bhayangkara Surabaya terdorong
untuk melakukan pembelian di shopee” dengan nilai mean 4,40. Sedangkan
indikator yang mempunyai mean terendah adalah potongan (Allowance), pada
pernyataan “Shopee memberikan potongan yang cukup besar” dengan nilai mean 4,15.
Kesimpulan dari pernyataan diatas adalah ketika konsumen akan tertarik
melakukan keputusan pembelian jika penjual memberikan banyak potongan harga di
momen-momen tertentu.
Saran dari pernyataan diatas adalah sebaiknya penjual memberikan potongan
harga yang sesuai atau pada momen tertentu memberikan potongan harga yang
cukup besar agar konsumen lebih tertarik untuk membeli suatu produk.
Pengaruh Secara Parsial Iklan terhadap Keputusan Pembelian
Dalam penelitian ini, pengujian secara parsial dengan uji t untuk mengetahui pengaruh
variabel Iklan terhadap Keputusan Pembelian diperoleh nilai thitung untuk Iklan
sebesar -2,742 dengan tingkat signifikan 0,001. Oleh karena nilai thitung (-2,742) > ttabel
(1,66140) dan nilai signifikasi yang dihasilkan sebesar 0,001 lebih kecil dari 0,05 maka H0
ditolak dan H1 diterima artinya bahwa variabel bebas Iklan secara parsial berpengaruh
signifikan terhadap variabel terikat Keputusa n Pembelian.
Indikator yang mempunyai skor tertinggi pada variabel Iklan adalah indikator
warna dan music , pada pernyataan “Iklan shopee memiliki music/lagu yang mudah
diingat” dengan nilai mean 4,40. Sedangkan indikator yang mempunyai mean
terendah adalah naskah, pada pernyataan “Naskah pada iklan shopee dapat di
mengerti dan kreatif” dengan nilai mean 4,14.
Kesimpulan dari pernyataan di atas adalah bahwa suatu konsumen akan
melakukan keputusan pembelian apabila media promosi atau iklan yang digunakan
penjual dalam memberikan informasi tentang shopee kepada konsumen dengan
sangat baik dan konsumen mendapatkan informasi yang baik dan kepuasan apabila
membeli suatu produk dari shopee.
Saran dari pernyataan di atas adalah bahwa shopee harus selalu memberikan
iklan yang kreatif melalui media agar konsumen yang akan membeli produk
mereka bisa mengetahui informasi dan menciptakan keputusan pembelian.

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Pengaruh Secara Parsial Kualitas Produk terhadap Keputusan Pembelian
Dalam penelitian ini, pengujian secara parsi al dengan uji t untuk mengetahui pengaruh
variabel Kualitas Produk terhadap Keputusan Pembelian diperoleh nilai thitung untuk
Kualitas Produk sebesar 10,202 dengan tingkat signifikan 0,001. Oleh karena nilai
thitung (10,202) > ttabel (1,66140) dan nilai signifikasi yang dihasilkan sebesar 0,001
lebih kecil dari 0,05 maka H0 ditolak dan H1 diterima artinya bahwa variabel bebas
Kualitas Produk secara parsial berpengaruh signifikan terhadap variabel terikat
Keputusan Pembelian.
Indikator yang mempunyai skor tertinggi pada variabel Kualitas Produk
adalah indikator keistimewaan, pada pernyataan “Shopee memiliki keunggul an
daripada e-commerce lainnya” dengan nilai mean 4,39. Sedangkan indikator yang
mempunyai mean terendah adalah daya tahan, pada pernyataan “Shopee memiliki daya
tahan yang kuat di pasaran” dengan nilai mean 4,14.
Kesimpulan dari pernyataan di atas adalah bahwa suatu konsumen akan
merasakan kepuasan apabila penjual memberikan kemudahan informasi produk
pada konsumen.
Saran dari pernyataan di atas adalah bahwa suatu perusahaan harus selalu
memberikan informasi yang cukup untuk setiap konsumen yang akan membel i
produk mereka agar mampu menciptakan keputusan pembelian.
Variabel Bebas yang Berpengaruh Dominan terhadap Keputusan Pembelian
Pada ketiga hipotesis menyatakan bahwa Kualitas Produk berpengar uh dominan
terhadap Keputusan Pembelian di Shopee studi kasus pengguna shopee di Universitas
Bhayangkara Surabaya. Dari tiga variabel bebas yang terdiri dari Potongan Harga,
Iklan, dan Kualitas Produk dapat diketahui bahwa variabel Kualitas Produk
mempunyai koefesien β (beta) terbesar yaitu 0,785 yang merupakan nilai terbesar
diantara variabel -variabel bebas yang lain. Sehingga dapat disimpulkan bahwa H0
ditolak H1 diterima yang berarti bahwa variabel Kualita s Produk berpengaruh dominan
terhadap Keputusan Pembelian konsumen di shopee studi kasus pengguna shopee di
Universitas Bhayangkara Surabaya.
SIMPULAN DAN SARAN
Berdasarkan hasil yang sudah dilakukan mengenai variabel Potongan Harga, Iklan,
dan Kualitas Produk terhadap Keputusan Pembelian di Shopee, maka dapat diambil
kesimpulan, Berdasarkan pengujian menggunakan Uji F hasil perhitungan sebesar
979.977 dengan nilai signifikan sebesar 0,000. Karena nilai Fhitung lebih besar daripada
Ftabel (979.977≥2,70) dan taraf lebih kecil dari 0,05 maka keputusan H0 ditolak pada
taraf a= 0,05 sehinga dapat disimpulkan bahwa variabel Potongan Harga (X1) Iklan (X2)
dan Kualitas Produk (X3) secara simultan berpengaruh signifikan terhadap keputusan
pembelian (Y) di Shopee Studi Kasus Pengguna Shopee di Universitas Bhayangkara
Surabaya. Sehingga hipotesis penulis yang menyatakan “Bahwa variabel potongan
harga, iklan, dan kualitas produk secara simultan berpengaruh signifikan terhadap
keputusan pembelian” dapat diterima. Berdasarkan perhitungan secara Parsial (Uji t)
maka dapat disimpulkan sebagai berikut, berdasarkan uji parsial untuk variabel bebas
berupa Potongan Harga ( X1) diperoleh nilai thitung untuk variabel Potongan Harga
sebesar 8,736 dengan tingkat signifikasi yang dihasilkan sebesar 0,000. Oleh karena nilai

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Refita Alce., Pengaruh Potongan Harga, Iklan, dan Kualitas Produk Vol. 2 No. 1
thitung (8,736)> ttabel (1,66140) dan nilai signifikasi yang dihasilkan sebesar 0,000 lebih
kecil dari 0,05 maka H0 ditolak dan H1 diterima artinya bahwa variabel bebas
Potongan Harga secara parsial berpengaruh signifikan terhadap variabel terikat
Keputusan Pembelian. Berdasarkan uji parsial untuk variabel bebas berupa Iklan ( X2)
diperoleh nilai thitung untuk Iklan sebesar -2,742 dengan tingkat signifikan 0,001. Oleh
karena nilai thitung (-2,742) > ttabel (1,66140) dan nilai signifikasi yang dihasilkan
sebesar 0,001 lebih kecil dari 0,05 maka H0 ditolak dan H1 diterima artinya bahwa
variabel bebas Iklan secara parsial berpengaruh signifikan terhadap variabel terikat
Keputusan Pembelian. Berdasarkan uji parsial untuk variabel bebas berupa Kualitas
Produk ( X3) diperoleh nilai thitung untuk Kualitas Produk sebesar 10,202 dengan
tingkat signifikan 0,001. Oleh karena nilai thitung (10,202) > ttabel (1,66140) dan nilai
signifikasi yang dihasilkan sebesar 0,001 lebih kecil dari 0,05 maka H0 ditolak dan H1
diterima artinya bahwa variabel bebas Kualitas Produk secara parsial berpengaruh
signifikan terhadap variabel terikat Keputusan Pembelian. Diantara ketiga variabel yaitu
Potongan Harga, Iklan, dan Kuali tas Produk variabel yang paling dominan yaitu
variabel Kualitas Produk dengan nilai koefisien β (beta) sebesar 0,785 terhadap
keputusan pembelian dapat disimpulkan bahwa H0 ditolak H1 diterima. Sehingga
hipotesis penulis yang menyatakan “bahwa variabel Kualitas Produk berpengaruh
dominan terhadap Keputusan Pembelian konsumen di shopee studi kasus pengguna
shopee di Universitas Bhayangkara Surabaya” dapat diterima. Berdasarkan hasil
penelitian yang telah dilakukan maka diajukan saran-saran bagi Shopee. Perusahaan
hendaknya memahami keinginan konsumen agar Shopee dapat terus bertahan dalam
persaingan yang semakin kompetitif. Yang bisa dilakukan adalah pihak Shopee tetap
mempertahankan program potongan harga yang diadakan sehingga konsumen akan
tetap setia belanja di Shopee, selain itu juga tampilan ulasan produk di Shopee harus
lebih kreatif dan pihak Shopee harus lebih giat mensosialisasikan fitur ulasan produk
kepada pengguna Shopee agar pengguna Shopee mengetahui adanya fitur ulasan
produk dan dapat menggunakan fitur ulasan produk semaksimal mungki n, dan
dikarenakan hasil penelitian yang menyatakan variabel iklan mempunyai pengaruh
terendah terhadap keputusan pembelian artinya promosi produk melalui iklan perlu
ditingkatkan dengan mengusung iklan yang unik, inovatif dan mudah diingat oleh
konsumen maka hal ini akan meningkatkan penjualan di Shopee.
DAFTAR PUSTAKA
Wahyuni, Sri., Jonianto Pardamean. 2016. Pengaruh Iklan, Harga Dan Kualitas
Layanan Terhadap Keputusan Pembelian Kartu Simpati Di Institute Perbanas
Jakarta. Jurnal. Jakarta: Institute Perbanas.

Prabarini, Anggun., Budi Heryanto., dan Astuti. 2018. Pengaruh Promosi Penjualan Dan
Potongan Harga Terhadap Keputusan Pembelian Konsumen Produk
Kecantikan Wardah Di Toserba Borobudur Kediri . Jurnal. Kediri: UNIK.

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Refita Alce., Pengaruh Potongan Harga, Iklan, dan Kualitas Produk Vol. 2 No. 1
https://apjii.or.id/. 2017.

https://databooks.katadata.co.id/. 2018.

https://id.wikipedia.org/wiki/Shopee. 2018.

https://industri.kontan.co.id/news/per-16-desember-2018-belanja-iklan- perusahaan-
marketplace-capai-rp-497-triliun. 2018.https://shopee.co.id/. 2018.

https://www.indotelko.com/read/1543462517/pertumbuhan-pengguna- shopee.2018.

Hasibuan, P.S., Malayu.2016. Manajemen Sumber Daya Manusia. Jakarta: PT. Bumi
Aksara.

Dewantoro, Shandy. 2020. Pengaruh Kualitas Produk, Kualitas Layanan Dan Harga
Terhadap Keputusan Pembelian Di E-Commerce Tokopedia.com. Jurnal. Surakarta:
Universitas Muhammadi yah Surakarta.

Sugiyono, 2015, Metode Penelitian Kuantitatif, Kualitatif, dan R&D, Alfabeta, Bandung.

Sugiyono, 2016, Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D.
Bandung: Alfabeta.

Sudaryono. 2016. Manajemen Pemasaran Teori Dan Implementsi. Yogyakarta: ANDI

Sugiyono, 2017, Metode Penelitian Kuantitatif, Kualitatif, dan R&D, Alfabeta, Bandung.

Suparyanto dan Rosad. 2015. Manajemen Pemasaran. IN MEDIA: Bogor.

Priansa, Donni Juni. 2017. Perilaku Konsumen dalam Persaingan Bisnis Kontemporer.
Bandung: Alfabeta.

Isti’adah, Diah Ayu. 2016. Pengaruh Diskon Harga, Varian Produk dan Citra Toko
Terhadap Minat Beli Konsumen di Toserba Berkah Bangsri Jepara. Jurnal. Kudus:
STAIN Kudus.

Tjiptono, Fandy. 2014. Pemasaran Jasa: Prinsip, Penerapan dan Penelitian. Yogyakarta:
Penerbit Andi.

Tjiptono, Fandy. 2015. Strategi Pemasaran. Edisi 4. Yogyakarta: Penerbit Andi. Kotler,
Philip,. & Keller, Kevin. 2016. Marketing Management. Edisi ke 15. Penerbit
Pearson Education Limited 2016.

Kotler, Armstrong 2015. Marketing an Introducing Prentice Hall twlfth edition. England:
Pearson Education, Inc

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Refita Alce., Pengaruh Potongan Harga, Iklan, dan Kualitas Produk Vol. 2 No. 1
Kotler, Philip dan Gary Amstrong. 2016. Principles Of Marketing, Globa Edition, 17
Edition, Pearson Education.

Kotler, Keller. (2016). Manajemen Pemasaran. Edisi 13 Jilid 1.Jakarta : Erlangga

Pratama, Eka. 2015. E-Commerce, E-Business dan Mobile Commerce. Bandung: Informatika
Bandung.

Rachman, Mochammad Munir. 2017. Metedologi Penelitian. Surabaya:

UNIPRESS Universitas PGRI Adi Buana.

Sudaryono. 2017. Pengantar Manajemen: Teori dan Kasus. Yogyakarta: CAPS.

Ghozali, Imam. 2018, “Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25”.
Semarang: Universitas Diponegoro

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 Sales Promotion Strategy on Shopee
Marketplace

Strategi Promosi Penjualan pada Marketplace Shopee

ABSTRACT
Anna Kurniawati1 Penelitian ini bertujuan untuk menganalisis strategi promosi penjualan pada marketplace
Nafiah Ariyani2 Shopee. Penelitian ini menggunakan metodologi penelitian kualitatif dengan studi pustaka yang
diperoleh dari media, buku dan jurnal. Shopee masih berada di urutan pertama e-commerce
dengan jumlah pengunjung situs terbesar di Indonesia pada kuartal IV/2020. Rata-rata
INSTITUTION kunjungan bulanan ke Shopee pada kuartal terakhir tahun lalu tercatat sebesar 129,3 juta.
Universitas Sahid Jakarta Kesuksesan Shopee tidak terlepas dari berbagai strategi pemasaran dan promosi penjualan yang
menarik perhatian para penjual ataupun pembeli. Melalui promosi penjualan, Shopee telah
Indonesia meraih 560 juta transaksi selama pandemi Covid-19 atau kuartal II dan III tahun 2020, dengan
rincian transaksi mencapai 260 juta pada kuartal II dan 300 juta pada kuartal III, sedangkan
rata-rata transaksi per hari 2,8 juta. Perusahaan e-commerce seperti Shopee ini gencar
PHONE memberikan promosi penjualan. Strategi ini dinilai efektif untuk menggaet pelanggan baru.
Shopee rutin menggelar kampanye setiap bulan, dengan nama program yang disesuaikan
082114280465
dengan waktu dan barang yang dipromosikan seperti.

EMAIL This study aims to analyze sales promotion strategies on the Shopee marketplace. This study
1kurniawati.anna@gmail.com uses a qualitative research methodology with library studies obtained from the media, books
2nafiah_ariyani@usahid.ac.id and journals. Shopee is still in the first place in e-commerce with the largest number of website
visitors in Indonesia in the fourth quarter of 2020. The average monthly visit to Shopee in the
last quarter of last year was recorded at 129.3 million. Shopee’s success is inseparable from
DOI various marketing strategies and sales promotions that attract the attention of sellers and
https://www.doi.org/ buyers. Through sales promotions, Shopee has achieved 560 million transactions during the
10.37010/prop.v2i1.514 Covid-19 pandemic or the second and third quarters of 2020, with details of transactions
reaching 260 million in the second quarter and 300 million in the third quarter, while the
average transaction per day is 2.8 million. E-commerce companies like Shopee are
PAPER PAGE aggressively providing sales promotions. This strategy is considered effective to attract new
65-79 customers. Shopee routinely holds campaigns every month, with program names that are
adjusted to the time and items being promoted.

PROPAGANDA is a KEYWORD
Journal of Communication promosi, penjualan, perdagangan elektronik, pasar
Studies which is publish twice
a year on January and July. promotion, sales, e-commerce, marketplace
PROPAGANDA is a scientific
publication media in the form
of conceptual paper and field
research related to
communication studies. It is
hoped that PROPAGANDA
can become a media for
academics and researchers to
publish their scientific work
and become a reference source
for the development of science
and knowledge.

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 PROPAGANDA
PENDAHULUAN

Era globalisasi telah membawa perubahan pada berbagai bidang, khususnya teknologi
informasi yang berhubungan dengan internet. Setiap tahunnya, pengguna internet di Indonesia
dan bahkan di dunia mengalami peningkatan yang sangat pesat. Berdasarkan data
Kemenkominfo, jumlah pengguna internet di Indonesia yaitu tahun 2019 sebesar 48,4 %, tahun
2020 sebesar 54,4 %, dan tahun 2021 sebesar 73,7 %. Adapun jumlah pengguna ponsel di dunia
pada tahun 2018 sebanyak 5,1 Miliar, tahun 2019 sebanyak 9,4 Miliar dan 2020 sebanyak 10,6
Miliar. Kondisi ini menunjukkan bahwa pemanfaatan internet oleh masyarakat Indonesia dan
penduduk dunia sudah menjadi kebutuhan bahkan bisa dikatakan sebagai gaya hidup
(Kominfo, Media Indonesia, 29 Juli 2021).
Seiring dengan peningkatan pengguna internet, tren pengguna e-commerce pun
mengalami peningkatan signifikan dalam beberapa tahun terakhir. (databooks.katadata.com).
Berdasarkan hasil survei yang dilakukan oleh We Are Sosial pada bulan April 2021, layanan
e-commerce digunakan oleh 88,1% pengguna internet di Indonesia. Sementara itu, Inggris
menempati posisi kedua dengan persentase pengguna internet yang memakai layanan e-
commerce sebanyak 86,9%. Kemudian disusul oleh Filipina dengan jumlah persentase
sebanyak 86,2%.(databooks.katadata.com).
Bisnis e-commerce merupakan kegiatan jual beli secara online yang pada saat ini
mengalami perkembangan yang sangat pesat. Salah satu platform yang paling banyak
digunakan dalam aktivitas jual beli tersebut adalah marketplace. Pada saat ini perkembangan
marketplace begitu pesat, seiring dengan jumlah pengunjung yang cukup tinggi (Sri
Damayanti, 2019). Beberapa marketplace seperti Shopee, Tokopedia, Bukalapak, Lazada, dan
Blibli.com saat ini saling bersaing untuk mendapatkan pasar.
Terdapat lima model bisnis e-commerce di Indonesia, yaitu iklan baris, marketplace
C2C, shopping mall, toko online B2C, dan toko online social media. Salah satu model bisnis
e-commerce yang banyak digunakan adalah Marketplace. (Megaswara, 2020). Tingginya akses
internet yang dilakukan masyarakat Indonesia menimbulkan peluang yang dimanfaatkan
dengan sangat baik oleh pelaku bisnis.
E-commerce merupakan kegiatan penyebaran, pembelian, penjualan, pemasaran barang
dan jasa melalui sistem elektronik, dengan cara transfer dana elektronik (Suyanto, 2003:10).
E-commerce menggunakan internet dan web untuk bertransaksi bisnis. E-commerce pada
transaksi komersial diaktifkan secara digital antara organisasi dan individu, melibatkan
pertukaran nilai melintasi batas-batas organisasi atau individu dengan imbalan produk dan
layanan. (Tamilarasi & Elamathi, 2017). E-commerce merupakan bagian dari e-business,
dengan cakupan yang lebih luas. E-commerce pertama kali diperkenalkan tahun 1994. Banyak
jurnalis memperkirakan bahwa e-commerce akan menjadi sebuah sektor ekonomi baru yang
nantinya berkembang pesat.
Hal yang sangat menggembirakan adalah, dalam beberapa tahun ke depan, akan terjadi
pertumbuhan yang cukup besar pengguna e-commerce di Indonesia. Berdasar Databooks,
jumlah pengguna e-commerce di Indonesia pada 2017 mencapai 139 juta pengguna, kemudian
naik 10,8% menjadi 154,1 juta pengguna di tahun lalu. Tahun ini diproyeksikan akan mencapai
168,3 juta pengguna dan 212,2 juta pada 2023 (Databooks, 2019).
Tingkat penetrasi e-commerce juga selalu mengalami peningkatan. Hingga tahun 2023
diproyeksikan mencapai 75,3% dari total populasi pasar yang dipilih. Pada tahun 2023, sektor
e-commerce dengan pendapatan tertinggi terdapat pada fashion yang diproyeksikan mencapai
US$ 11,7 miliar. Menurut data databook.katadata.com, di antara berbagai marketplace yang
ada, Shopee berada di urutan pertama e-commerce dengan jumlah pengunjung situs terbesar di
Indonesia pada kuartal IV/2020. Sementara itu, rata-rata kunjungan bulanan ke Shopee pada
kuartal terakhir tahun lalu tercatat sebesar 129,3 juta. Urutan kedua adalah Tokopedia, dengan

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 Vol. 2 No. 1, January 2022

rata-rata kunjungan situs per bulannya sebesar 114,67 juta. Urutan ketiga adalah Bukalapak
dengan rata-rata kunjungan bulanan sebesar Rp38,58 juta, dan urutan keempat adalah Lazada
sebesar 36,26 juta. Sedangkan urutan kelima adalah Blibli dengan rata-rata kunjungan sebesar
22,41 juta.
Sementara itu, online shopping menjadi kemudahan gaya hidup modern pada saat ini,
didukung dengan perkembangan jaringan komunikasi sangat pesat (Damayanti, 2019).
Berbagai kemudahan dalam berbelanja dan bertransaksi melalui internet dirasakan oleh
pengguna. Pengguna internat dipermudah dalam mencari produk, sehingga tidak perlu
membuang banyak waktu dan tenaga dengan mendatangi secara langsung pusat perbelanjaan.
Pengguna tidak perlu keluar rumah, cukup dengan mengakses situs-situs online shop (Reza,
2016).
Namun demikian terdapat beberapa kelemahan ketika berbelanja melalui media online,
antara lain terdapatnya perbedaan tampilan produk pada website dengan produk yang
dikirimkan, lamanya waktu pengiriman, bahkan hingga tidak sampainya barang yang telah
dipesan dan dibayarkan. Hal tersebut merupakan beberapa kekhawatiran sekaligus konsekuensi
yang harus diambil ketika berbelanja di situs online. (Sulistiyawati, 2020). Bagi Shopee, hal
ini merupakan tantangan untuk meningkatkan kepercayaan dalam berbelanja online.
Persaingan dalam bisnis online ini akan semakin ketat dengan adanya semakin
maraknya bisnis internet. Hal tersebut menjadi ancaman bagi para pengusaha yang bergerak
di bidang yang sama. Konsumen memiliki kebebasan untuk berpindah ke satu situs ke situs
yang lain, dengan mencari harga termurah dan barang terbaik. Persaingan tersebut tentu
menjadi ancaman sekaligus tantangan bagi Shopee, mengingat Shopee merupakan salah satu
dalam lima besar e-commerce terpopuler di Indonesia.
Promosi penjualan merupakan insentif jangka pendek untuk mendorong keinginan dan
mencoba atau membeli suatu produk maupun jasa. (Kotler dan Armstrong 2014). Shopee
dituntut pandai merumuskan strategi dalam promosi penjualan karena dalam transaksi jual beli
online, promosi penjualan merupakan faktor yang sangat penting.
Promosi perlu dikemas dengan menarik agar ada nilai lebih terhadap suatu perusahaan
sehingga dapat menimbulkan reaksi dari konsumen. Meskipun sebuah produk berkualitas ,
namun bisa jadi konsumen belum pernah melihat atau mendengarnya atau tidak yakin produk
tersebut bermanfaat, maka konsumen tidak akan tertarik untuk membelinya (Tjiptono, 2008).
Bisnis memiliki tujuan akhir untuk meningkatkan penjualan produk. Beberapa teknik
digunakan untuk mencapai tujuan ini, di antaranya adalah promosi penjualan. Promosi
penjualan merupakan berbagai rangkaian alat bujukan yang bersifat jangka pendek dirancang
untuk memotivasi lebih cepat dan/atau lebih besar untuk memperoleh produk atau jasa oleh
konsumen (Kotler P, 2002). Pengecer harus mampu menciptakan merek toko dengan
berkomunikasi dengan konsumen. Dalam menciptakan merek toko, maka cara terbaik adalah
dengan membangun kesadaran dan pengetahuan tentang bauran produk, layanan, suasana toko,
lokasi toko dan kegiatan pemasaran khususnya penawaran promosi penjualan dan lain-lain
(Kotler P, 2002).
Anggaran promosi yang besar digunakan untuk melakukan kegiatan promosi penjualan.
Disparitas pemikiran dalam promosi penjualan terjadi karena daya tarik merek.(Alvarez,
Casielles, 2005). Penelitian ini bertujuan untuk menganalisis mengenai langkah-langkah yang
dilakukan marketplace Shopee dalam melakukan promosi penjualan. Penelitian ini juga ingin
mengetahui strategi komunikasi yang dilakukan oleh Shopee untuk menarik pelanggan melalui
promosi penjualan dan bagaimana mempertahankan kesetiaan pelanggan sehingga melakukan
pembelian ulang di Shopee.

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 PROPAGANDA
METODE

Penelitian ini menggunakan metode penelitian kualitatif dengan jenis penelitian studi
pustaka. Metode penelitian kualitatif juga disebut sebagai metode penelitian naturalistis karena
penelitiannya dilakukan pada kondisi yang alamiah (natural setting) (Sugiyono, 2019). Metode
penelitian kualitatif berlandaskan filsafat postpositivisme dan digunakan untuk meneliti pada
kondisi obyek yang alamiah, (sebagai lawannya adalah eksperimen) di mana peneliti adalah
sebagai instrumen kunci, analisis data bersifat induktif/kualitatif, dan hasil penelitian lebih
menekankan pada makna daripada generalisasi. (Sugiyono, 2019).
Ericson dalam Susan Stainback (2003), penelitian kualitatif dilakukan secara intensif,
di mana seorang peneliti ikut berpartisipasi secara aktif dalam jangka yang cukup lama di
lapangan. Peneliti juga akan mencatat apa pun yang menjadi data penelitian. Kemudian peneliti
melakukan analisis reflektif terhadap berbagai data yang ditemukan di lapangan. Terakhir,
peneliti akan membuat laporan penelitian secara mendetail dan komprehensif (Sugiyono,
2017). Merriam dalam bukunya Qualittaif Research (2009), menyatakan bahwa penelitian
kualitatif tertarik untuk memahami bagaimana orang menginterpretasikan pengalaman dalam
hidupnya, bagaimana mereka mengonstruksikan dunianya, dan apa makna pengalaman dalam
hidupnya (Sugiyono, 2017).
Studi kepustakaan merupakan teknik pengumpulan data dengan melakukan penelaahan
terhadap berbagai sumber antara lain buku, literatur, catatan, serta berbagai laporan dan data
yang berkaitan dengan masalah yang ingin dipecahkan (Nazir, 1998). Dengan menggunakan
studi kepustakaan, maka informasi dan data dikumpulkan dengan bantuan berbagai macam
material yang ada di perpustakaan seperti dokumen, buku, majalah, kisah-kisah sejarah, dsb
(Mardalis, 1999). Studi kepustakaan juga dapat mengambil data-data dari berbagai buku
referensi serta hasil penelitian sebelumnya yang sejenis yang berguna untuk mendapatkan
landasan teori mengenai masalah yang akan diteliti (Sarwono, 2006).

HASIL DAN PEMBAHASAN

Hasil
Persaingan situs belanja online sangat kompetitif, sehingga sebuah perusahaan perlu
mampu memilih strategi yang tepat, salah satunya adalah promosi penjualan. Menurut Kotler
dan Kevin (2009:219), promosi penjualan menawarkan berbagai insentif untuk membeli.
Penjualan menggunakan promosi penjualan jenis insentif untuk menarik pencoba baru,
menghargai pelanggan setia dan meningkatkan tingkat pembelian kembali pengguna yang
jarang membeli. Promosi penjualan dapat dilakukan dengan memberikan kupon, deals,
premium (diskon), potongan rabat, dan undian.
Promosi penjualan melalui internet digunakan oleh hampir semua perusahaan, namun
tidak semua perusahaan menggunakan komunikasi pemasaran dengan tepat. Strategi promosi
penjualan melalui media online memberikan tantangan bagi perusahaan dalam menembus
pasar di Indonesia. Begitu banyak ragam konsumen mulai dari cara berbelanja, cara
mengapresiasi suatu produk, dan cara melihat promosi penjualan. Perbedaan ekonomi, sosial,
dan budaya menjadi tantangan tersendiri bagi perusahaan sebesar Shopee.
Strategi Shopee dalam melakukan promosi merupakan prestasi yang menghantarkan
Shopee ke tingkat kepopuleran yang sangat tinggi. Dari sekian banyak e-commerce yang hadir,
platform Shopee berhasil menjadi media transaksi terpopuler di 2021. Skor transaksinya sangat
tinggi, bahkan mengalahkan platform Lazada dan Tokopedia. Berdasarkan topbrand award, di
tahun 2021, Shopee menduduki posisi tertinggi dengan persentase 52,9%.

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Table 1. Top Brand Gen-Z Index 2021

Brand TBI 2021
Shopee.com 52.9%
Lazada.co.id 23.7%
Blibli.com 5.7%
Tokopedia.com 4.8%
Zalora.co.id 3.0%

Table 2. Top Brand Index Fase 2 2021

Brand TBI 2021

Shopee.co.id 41.8% TOP
Tokopedia.com 16.7% TOP
Lazada.co.id 15.2% TOP
Bukalapak.com 9.5%
Blibli.com 8.1%

Berdasarkan tabel di atas, pada Top Brand Gen-Z Index 2021, Shopee menduduki
posisi tertinggi dengan persentase sebesar 52,9 %. Peringkat kedua adalah Lazada dengan
persentase sebesar 23,7%. Kemudian disusul Blibli, Tokopedia, dan Zalora. Sedangkan Tabel
kedua berdasarkan Top Brand Index Fase 2 Tahun 2021 dalam situs jual beli online pada tahun
2021, Shopee menduduki posisi tertinggi dengan persentase sebesar 41,8%, disusul Tokopedia
sebesar 16,7%, Lazada 15.2 %. Ketiga brand ini menduduki tiga besar Top Brand Index fase 2
di tahun 2021. Sedangkan brand berikutnya adalah Bukalapak dan Blibli

Pembahasan

Promosi Penjualan
Promosi penjualan menjadi pemacu permintaan agar dapat menjaga konsumen dari
berbagai bahaya yang berhubungan dengan produk baru.(Blattberg, Neslin, 1990 dan
Buzzeli, Quelch, Salmin, 1990). Oleh karena itu Linda G.Scheneider dan Imran S.Currim
(1991) mengakui bahwa anggaran untuk pemasaran akan terus mengalami peningkatan.
Ailawadi Kusum&Neslin S (1998) mengatakan bahwa promosi penjualan akan
mempengaruhi konsumen untuk membeli lebih banyak serta akan meningkatkan penjualan
dan keuntungan.
Pawels K.,Srinivasan S., Silva-Risso J., & Hansen D (2003) menunjukkan bahwa
promosi penjualan mempengaruhi laba jangka pendek perusahaan. Pauwels K., Hansen D.,
&Siddarth S. (2002) mengidentifikasi mengenai pengaruh promosi penjualan terhadap
penjualan produk yang dapat disimpan dan produk yang mudah rusak. Kotler dan
Armstrong, (2002) telah mengidentifikasi Teknik promosi penjualan konsumen yang
menguntungkan seperti pemberian sampel gratis, kontes, paket harga, dan undian.
Promosi merupakan sebuah cara komunikasi yang memberikan penjelasan dan
meyakinkan calon konsumen mengenai barang dan atau jasa dengan tujuan untuk
mendapatkan perhatian, mendidik, mengingatkan dan meyakinkan calon konsumen
(Buchari, 2006). Sedangkan menurut (Kotler, 2006), promosi penjualan merupakan unsur
utama dalam menjalankan pemasaran. Promosi penjualan dilakukan dengan berbagai alat
insentif yang sebagian besar berjangka pendek, dengan dirancang untuk merangsang
pembeli dalam pembelian produk ataupun jasa tertentu dengan lebih cepat dan lebih besar
yang dilakukan oleh konsumen atau pedagang. Promosi merupakan salah satu variabel yang

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termasuk pada bauran pemasaran, berperan sebagai alat komunikasi antara pelaku usaha
dengan konsumen dan sebagai alat untuk mempengaruhi konsumen agar membeli suatu
produk atau penggunaan jasa (Lupiyoadi dan Hamdani, 2006).
Penelitian ini juga mendukung analisis dan telah mempelajari strategi promosi
penjualan yang meliputi harga, diskon produk, program loyalitas, undian, program
premium, poster & selebaran, tampilan titik pembelian dan papan nama digital. Schiffman
G dan Kanuk K (2004) telah menunjukkan bahwa pembelajaran yang tepat dari konsumen
harus meningkatkan loyalitas terhadap merek melalui promosi dari mulut ke mulut dan
pembelian ulang.
Quester P dan Lim L (2003) mengidentifikasi loyalitas perilaku dan sikap. Loyalitas
perilaku berarti pembelian ulang sedangkan loyalitas sikap berarti perilaku positif terhadap
produk (Dekimpe G, Hanssens M, & Risso S 1999). Menurut Kotler dan Kevin (2009:219)
promosi penjualan (sales promotion) adalah bagian penting dari kampanye pemasaran,
kumpulan alat insentif jangka pendek, yang dirancang untuk mendorong konsumen dan
pengecer untuk membeli produk dan layanan tertentu.
Sedangkan menurut Swasta dan Irawan (2005:349), promosi penjualan (sales
promotion) adalah kumpulan beragam insentif jangka pendek yang terutama ditujukan untuk
mendorong konsumen atau pengecer untuk membeli produk atau jasa. Sejalan dengan itu
Tjiptono (2008;229) mengemukakan bahwa definisi promosi penjualan adalah bentuk
persuasif langsung dengan berbagai insentif yang dapat diatur untuk mendorong pembelian
produk segera suatu produk atau menambah jumlah barang yang dibeli oleh pelanggan.
Menurut Keith J Tuckwell (1950), promosi penjualan didefinisikan sebagai kegiatan
yang memberikan insentif khusus sehingga dapat menghasilkan tanggapan langsung dari
pelanggan, distributor, dan tenaga penjualan organisasi. Promosi konsumen dirancang untuk
merangsang pembelian atau untuk mendorong loyalitas. Di antara pilihan yang tersedia
adalah kupon, sampel gratis, kontes, rabat, insentif harga dan program penghargaan. Jenis
promosi ini direncanakan untuk membantu menarik produk melalui saluran distribusi.
Kombinasi kegiatan promosi pada konsumen pada gilirannya menekan pengecer untuk
memasok produk atau jasa. Iklan dan promosi, menciptakan permintaan dan menyebabkan
konsumen mencari produk di toko atau meminta layanan. Banyak perusahaan yang
memasukkan kegiatan experiential marketing atau buzz marketing sebagai bagian dalam
strategi promosi.
Promosi perdagangan adalah kegiatan yang kurang terlihat, karena ditawarkan kepada
anggota saluran distribusi. Promosi ini mencakup pilihan seperti diskon dan tunjangan
promosi perdagangan, dana iklan kooperatif, premi, dan insentif dealer, insentif point off-
an yang ditawarkan untuk pembelian materi. Menawarkan insentif keuangan kepada
distributor mendorong mereka untuk mendukung menyediakan pemasaran untuk produk
tertentu. Promosi semacam itu mendorong produk melalui saluran distribusi. Strategi
promosi diarahkan pada konsumen yang meminta produk atau jasa dari distributor dan
menariknya melalui saluran.
Menurut Keith J Tuckwell (1950), dalam merencanakan strategi promosi penjualan,
konsumen harus termotivasi untuk memanfaatkan tawaran tersebut, distributor harus
termotivasi untuk mendukung tawaran tersebut dengan memberikan dukungan
merchandising dan tenaga penjualan perusahaan harus dimotivasi untuk menjual promosi
kepada pelanggan. Maksud dari promosi adalah untuk memberikan beberapa tambahan
kegembiraan pada produk, sehingga perwakilan penjualan organisasi harus menyajikan
dengan antusias kepada distributor pelanggan.
Promosi konsumen adalah untuk merangsang pembelian atau mendorong kesetiaan
dan promosi perdagangan merupakan kegiatan yang kurang terlihat karena ditawarkan
kepada anggota saluran distribusi. Promosi penjualan terdiri dari dua jenis yaitu promosi

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konsumen dan promosi perdagangan. Beberapa contoh promosi konsumen yaitu kupon,
sampel gratis, kontes, rabat, insentif harga dan program penghargaan. Rencana promosi
penjualan hanyalah salah satu komponen dari rencana yang jauh lebih besar, merupakan
kegiatan yang melengkapi iklan dan melibatkan pengembangan rencana tindakan untuk
mengkomunikasikan insentif kepada sasaran yang tepat dan pada waktu yang tepat.
Dalam rencana promosi penjualan, perusahaan harus melakukan Langkah-langkah
sebagai berikut, yaitu membuat market profile, competitor activity profile, target market
profile, sales promotion objectives dan budget. Market profile merupakan gambaran tren
penjualan dan pangsa pasar. Profil pasar gambaran tren penjualan dan pangsa pasar
memberikan perspektif pasar kepada para perencana promosi. Mengetahui apakah merek
adalah pemimpin, penantang atau pengikut berdampak pada sifat promosi yang pada
akhirnya akan direkomendasikan. Hal terpenting adalah mengetahui apakah pasar sedang
tumbuh dan merek apa yang tumbuh di pasar.
Profile aktivitas competitor menggambarkan bagaimana strategi pemasaran yang
dilakukan pesaing utama. Target market profile merupakan pemahaman yang baik
mengenai sasaran pelanggan dari sisi demografis, psikografis, dan geografis. Tujuan dari
promosi adalah menghasilkan pembelian percobaan, mendorong pembelian berulang dan
membangun loyalitas jangka panjang.

Sejarah Shopee
Shopee masuk ke Indonesia pada bulan Desember 2015. Strategi dalam penerapan
promosi penjualan dari Shopee antara lain: 1). Nada Baby Shark yang pada 2020 menjadi
nada yang digemari masyarakat. Shopee menggunakan nada lagu ini sebagai materi konten
promosi yang digunakan. Nada lagu ini telah membuat semua orang mengenal platform
Shopee dengan mudah. Nada dari lagu tersebut terdengar indah dan mudah diingat sehingga
dapat meningkatkan brand awareness dengan baik. Hal inilah yang menyebabkan Shopee
mendapatkan kemenangan sebagai platform yang berhasil memiliki iklan paling bagus pada
2017 hingga Shopee mendapatkan penghargaan dari Bright Awards Indonesia. Kunci
utamanya adalah konten penjualan produk yang diketahui orang, tepat targetnya dan
relatable. Poin-poin inilah yang membuat semua orang tanpa berpikir panjang langsung
melakukan transaksi dan pembelian terhadap produk.
Pada tahun 2009, Forrest Li mendirikan Sea Limited (Garena) yang merupakan
induk perusahaan Shopee yang merupakan situs elektronik komersial yang berkantor pusat
di Singapura. Pada 2015, Shopee berdiri di Singapura. Sejak saat itulah kemudian Shopee
memperluas jangkauannya hingga ke negara lain antara lain Malaysia, Thailand, Taiwan,
Indonesia, Vietnam, dan Filipina. Mulai tahun 2019, Shopee mencoba menjajaki pasar di
Brasil. Shopee menjadikan Brasil sebagai negara pertama di Amerika Selatan dan luar Asia
yang dikunjungi Shopee. Shopee semakin berkembang pesat setelah dipimpin oleh Chris
Feng. Chris Feng adalah mantan karyawan Rocket Internet yang pernah memimpin Zalora
dan Lazada. Pengalamannya mengelola Zalora dan Lazada telah membawa Shopee menjadi
marketplace yang berkembang pesat hingga sekarang.
Shopee di awal pendiriannya, meluncur sebagai marketplace consumer to consumer
(C2C). Namun kini beralih ke model hybrid C2C dan business to consumer (B2C) semenjak
meluncurkan Shopee Mall yang merupakan platform toko daring untuk brand ternama.
Shopee adalah platform belanja online terkemuka di Asia Tenggara dan Taiwan,
yang disesuaikan untuk tiap wilayah dan memberikan pengalaman berbelanja online yang
mudah, nyaman, aman, dan cepat bagi pelanggan melalui dukungan logistik dan
pembayaran yang kuat.
Kegiatan belanja online kini menjadi kegiatan yang harus terjangkau, mudah, dan
menyenangkan. Inilah visi yang ingin diwujudkan Shopee setiap hari melalui platform

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Shopee. Shopee percaya pada kekuatan transformatif teknologi dan ingin mengubah dunia
menjadi lebih baik dengan menyediakan platform yang menghubungkan pembeli dan
penjual dalam satu komunitas. Untuk pengguna internet di seluruh wilayah, Shopee
menawarkan pengalaman belanja online yang unik, dengan berbagai pilihan produk,
komunitas sosial dan layanan pemenuhan tanpa batas.
Shopee mengutamakan kesederhanaan dan integritas, memastikan kehidupan yang
jujur, sederhana dan mandiri. Shopee mengutamakan keramahan, kesenangan dan energi,
menyebarkan kegembiraan kepada semua orang yang ditemuinya. Shopee berusaha untuk
menghabiskan waktu yang berkualitas bersama-sama saat berbelanja online bersama teman
dan keluarga, serta melakukan hal-hal yang disukai.
Perjalanan Shopee untuk menjadi marketplace nomor satu ini melalui perjalanan yang
sangat Panjang. Shopee diluncurkan di tujuh wilayah negara yang berbeda pada tahun
2015, yaitu di Singapura, Taiwan, Indonesia, Malaysia, Thailand, Vietnam, dan Filipina.
Pada Desember 2015, untuk pertama kalinya, Shopee University mengadakan kegiatan di
Taiwan. Acara ini diikuti oleh 70.000 penjual di seluruh pasar. Pada Juni 2017, Shopee Mall
diluncurkan di Taiwan, dan kini telah memiliki lebih dari 11.000 penjual di 7 wilayah.
Pada tahun 2017, platform ini memiliki 80 juta unduhan aplikasi dengan lebih dari
empat juta penjual dan lebih dari 180 juta produk aktif. Pada kuartal keempat tahun 2017,
Shopee melaporkan nilai perdagangan bruto (GMV) sebesar US$1,6 miliar, naik 206 % dari
tahun sebelumnya. Shopee memiliki total nilai GMV pada tahun 2018 sebesar US $ 2,7
miliar, meningkat 153 % dari tahun 2017.
Di Malaysia, Shopee menjadi portal e-commerce ke-3 yang paling banyak dikunjungi
di Q4 2017, menggeser Lelong dan melampaui peringkat Lazada sebagai aplikasi teratas di
Google Play dan IOS App Store.
Mirip dengan konsumen di Indonesia, survei yang dilakukan pada Desember 2017
oleh The Asian Parent menemukan bahwa Shopee menjadi platform belanja teratas untuk
ibu di Indonesia (73%), diikuti oleh Tokopedia (54%), Lazada (51%), dan Instagram (50%).
Pada tahun 2018, Shopee mencapai total nilai pasar Gross Merchandise Value (GMV)
sebesar US $ 10 miliar dengan lebih dari 600 juta transaksi dilakukan melalui platform. Pada
bulan Mei 2018, Shopee menerbitkan Super Brand Day pertama di Indonesia dengan P&G
sebagai mitra. Sejak saat itu, Shopee mengadakan 70 Super Brand Days di seluruh
Indonesia. Pada tahun yang sama, tepatnya tahun 2018, Shopee mengumumkan Blackpink
sebagai Brand Ambasador Regional menjelang penjualan ulang tahun Shopee 12.12.
Pada tahun 2019, Shopee mengumumkan Cristiano Ronaldo sebagai duta merek
menjelang Hari Belanja Super Shopee. Pada bulan Desember di tahun yang sama, yaitu
2019, Shopee menjual 80 juta produk dalam satu hari di Shopee 12.12 Birthday Sale. Pada
tahun yang sama yaitu 2019, Shopee mencapai total 500 juta tampilan di Shopee Live dan
games yang telah dimainkan lebih dari 1 miliar kali di aplikasi Shopee.
Pada bulan April 2020, Shopee Indonesia mulai mempromosikan penjualan makanan
cepat saji di platform Shopee untuk menjadi pesaing ketiga yang bersaing dengan Gofood
dan Grabfood. Program yang diberi nama Shopeefood ini telah memberdayakan lebih dari
500 penjual makanan di wilayah Jakarta.
Shopee menganut nilai-nilai yang menjadi pegangan hidup bagi penjual dan
stakeholder yang terlibat di dalamnya, antara lain: pelanggan tidak pernah salah, melampaui
harapan pelanggan, memberikan di atas standar dan lebih dari yang diharapkan, antisipasi
perubahan dan rencanakan ke depan, mengantisipasi perubahan dan membuat rencana lebih
awal, memiliki motivasi kuat untuk menyelesaikan sesuatu, selalu mempunyai semangat
untuk menyelesaikan pekerjaan, menjadi seseorang yang dapat diandalkan, memegang
standar yang tinggi, tidak mengambil jalan pintas bahkan saat orang lain tidak ada yang
melihat, berlaku sebagai seorang pemilik (bersikap proaktif mencari cara agar organisasi

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bisa semakin baik), mempunyai mentalitas underdog yang masih harus belajar dan terus
belajar dari kondisi pasar dan pesaing, menerima bahwa Shopee tidak sempurna dan bekerja
keras terlebih dahulu, merayakan dan menikmati kemudian.
Dalam hubungannya dengan para karyawan, Shopee menghargai para karyawan dan
berusaha untuk menyediakan yang terbaik untuk karyawan. Shopee senantiasa memberikan
kesempatan bagi para karyawan untuk mengembangkan dan meningkatkan keterampilan.
Shopee juga menyediakan lingkungan pekerjaan yang berwarna untuk mempromosikan
budaya kerja yang seru dan kolaboratif. Kesejahteraan karyawan diperhatikan karena
karyawan telah memberikan yang terbaik dalam pekerjaan.
Shopee telah menggunakan media yang terbaik dalam melakukan pemasaran.
Kehadirannya di dunia maya, sejak awal kehadiran Shopee di dunia maya, fokus pada
transaksi melalui mobilephone. Perusahaan ini sejak awal telah menyadari bahwa semua
orang menyukai aktivitas mobilephone. Melalui promosi penjualan, Shopee telah meraih
560 juta transaksi selama pandemi Covid-19 atau kuartal II dan III tahun 2020, dengan
rincian transaksi sebesar 260 juta pada kuartal II dan 300 juta pada kuartal III, sedangkan
rata-rata transaksi per hari 2,8 juta. Perusahaan e-commerce seperti Shopee ini gencar
memberikan promosi penjualan. Strategi ini dinilai efektif untuk menggaet pelanggan baru.
Shopee rutin mengadakan kampanye setiap bulan, dengan nama program dan kegiatan yang
disesuaikan dengan waktu dan barang yang dipromosikan seperti: 2.2 Men Sale, 3.3 Fashion
Sale, 10.10 Brands festival, kemudian Shopee 11.11 Big Sale.(katadata.co.id).

Promo Shopee
Promo Shopee merupakan program Shopee yang diadakan secara berkala dan dapat
diikuti oleh penjual Shopee. Promo Shopee menawarkan promo menarik kepada pembeli
yang nantinya akan ditampilkan pada halaman utama situs dan aplikasi Shopee. Penjual
dapat mengikuti Promo Shopee dengan menominasikan produk. Jika bergabung dalam
promo, maka akan memiliki kesempatan untuk meningkatkan visibilitas dan penjualan.
Promo Shopee ini berbeda dengan Promo Voucher. Promo Shopee menampilkan produk
penjual sedangkan Promo Voucher menampilkan voucher penjual.
Untuk dapat mengikuti Promo Shopee, ada beberapa persyaratan, di antaranya adalah
produk yang ditampilkan pada Promo Shopee dipilih oleh Tim Shopee yang dengan penuh
pertimbangan akan memberikan promo terbaik kepada pembeli. Agar dapat mengikuti
Promo Shopee, maka penjual harus menominasikan produknya sesuai dengan Promo
Shopee yang sedang berlangsung. Sebagai contoh, jika memiliki produk baju muslin yang
memiliki diskon, maka penjual dapat mengikuti Promo Shopee dari kategori Fashion
Muslim. Penjual dapat mengecek daftar Promo Shopee yang akan datang di halaman Promo
Shopee di Seller Centre. Untuk meningkatkan peluang produk lolos nominasi dengan
mempertahankan poin penalti seminimum mungkin dan menjaga “Kesehatan toko”.
Beberapa promo Shopee hanya dapat diikuti oleh toko yang tidak memiliki poin penalti atau
dengan jumlah maksimum tertentu.
Ada sejumlah kriteria toko dan kriteria produk yang harus dipenuhi dalam mengikuti
promo ini. Kriteria tipe Toko pada Promo Shopee diatur berdasarkan Penjual Luar Negeri
atau Penjual Lainnya. Hal ini berbeda dengan kriteria Tipe Toko pada Promo Voucher yang
diatur berdasarkan penjual biasa, Star, Star +, atau Mall. Penjual harus memeriksa kriteria
pada tiap sesi, buka hanya pada kriteria promo. Dalam Kriteria Toko, mungkin akan terdapat
ketentuan jumlah maksimum produk yang dapat dinominasikan. Produk harus disetujui oleh
Tim Shopee sebelum dapat mengikuti Promo Shopee. Penjual harus memilih promo dan sesi
promo yang berlaku.
Strategi lain untuk mendapatkan simpati pelanggan adalah adanya promo besar-
besaran yang menarik buat konsumen. Salah satu promosi yang paling keren adalah gratis

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ongkir dengan kondisi tertentu. Hal tersebut menimbulkan minat bagi pelanggan potensial
karena mereka tidak perlu mengeluarkan jumlah tertentu untuk biaya pengiriman. Shopee
juga berani menjamin harga terendah bagi konsumen untuk mengalahkan pasar lain.
Promo ini memungkinkan pengguna ponsel tidak perlu berpikir dua kali dalam
bertransaksi melalui platform. Teknik ini adalah cara yang bagus untuk menjual produk
lebih cepat. Cara lain adalah promo dengan berpromosi dengan menawarkan harga jaminan
terendah namun dalam batasan wajar.
Shopee memiliki target pasar yang jelas dan pasti. Itu sebabnya Shopee menjual
berbagai macam kebutuhan wanita karena kebanyakan orang yang paling suka berbelanja
adalah wanita.
Strategi penempatan produk tidak hanya diaplikasikan di toko offline saja, namun juga
diaplikasikan di Shopee. Menempatkan produk dengan tepat dapat menciptakan pengalaman
berbelanja yang menyenangkan dan meningkatkan penjualan. Shopee menerapkan strategi
penempatan produk promosi, halaman produk, hingga dekorasi toko untuk menciptakan
pengalaman berbelanja seperti di toko offline.
Pembagian kategori di toko offline akan mempermudah pembeli dalam mencari
produk. Pada umumnya, toko offline akan menempatkan produk terlaris atau terbarunya di
bagian depan sehingga langsung dilihat oleh pengunjung saat memasuki area toko. Toko
offline sangat mempertimbangkan penempatan produk-produknya agar pengunjung tidak
bosan dan memberikan pengalaman berbelanja yang baik.
Toko offline cenderung menempatkan produk kebutuhan sehari-hari dekat dengan
pintu masuk, diikuti dengan produk kebutuhan sekunder, dan diakhiri dengan produk
kebutuhan sehari-hari di dekat pintu keluar. Beberapa toko offline bahkan membagi
produknya lebih lanjut berdasarkan jenis kelamin seperti produk pakaian Wanita dan
pakaian pria di lantai yang berbeda.
Pembagian dan penempatan produk berdasarkan jenis atau kategori akan
mempermudah pengunjung untuk mencari produk yang dibutuhkan. Peletakan penempatan
produk harus diatur sedemikian rupa untuk membuat pengunjung betah menjelajahi seluruh
toko dengan harapan mereka akan membeli produk-produk lainnya meskipun tidak ada
dalam daftar belanja. Pembagian produk berdasar kategori tertentu diaplikasikan di Shopee
sehingga pembeli akan betah berlama-lama menjelajahi toko.
Produk musiman dan hot items (produk terlaris atau terbaru) biasanya memiliki
promosi tertentu. Dengan meletakkan produk di halaman toko bagian paling atas akan
menarik perhatian pembeli saat berkunjung ke toko. Penjual biasanya akan memberikan
promosi seperti diskon dan flash sale toko untuk produk-produk tersebut.
Kategori toko berdasarkan jenis produk dan program promosi dibuat menarik dan jelas
sehingga pembeli tertarik untuk mengunjungi produk-produk di dalam kategori tersebut.
Kategori toko dibuat untuk mempermudah dalam membuat dekorasi toko. Penempatan
kategori ini jangan sampai salah sehingga menyebabkan pembeli hanya mengunjungi satu
atau dua produk saja. Penjual biasanya akan memperhatikan strategi penempatan produk
agar waktu belanja dan pembelian per keranjang meningkat. Strategi penempatan produk ini
dapat disesuaikan dengan siklus penjualan, kondisi toko, dan target toko. Sebanyak 65%
pembeli yang mengunjungi halaman produk pasti akan mengunjungi halaman toko, artinya
penjual harus dapat memancing pembeli untuk mengunjungi halaman toko. Hal ini tentu
saja untuk meningkatkan angka kunjungan toko melalui produk andalan.
Shopee selalu memberikan arahan kepada para penjual melalui website-nya agar
penjual mengetahui produk unggulannya dan mengetahui produk mana saja yang perlu
ditingkatkan. Penjual dapat menggunakan produk terlaris untuk menjadi ujung tombak
dalam memancing pembeli. Untuk mencari tahu produk terlaris, dapat dilakukan melalui
tinjauan produk di halaman “bisnis saya”.

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Shopee perlu memastikan penjual mengetahui produk unggulannya, dan

meningkatkan kualitas halaman produk tersebut untuk memikat minat pembeli. Penjual
dapat mengoptimalkan foto produk dengan mencantumkan promo-promo yang sedang
berlangsung di foto sampul. Agar exposure maksimal, penjual akan menggunakan program
Shopee seperti Gratis Ongkir Xtra dan Casback Xtra secara optimal.
Strategi lain untuk meningkatkan penjualan produk adalah dengan meningkatkan
penjualan per pembeli, dengan kata lain, strategi ini membuat pembeli membeli produk-
produk yang sebenarnya bukan menjadi prioritas mereka. Selain untuk meraup keuntungan
lebih, penjual dapat menggunakan strategi ini saat stok produk terlalu banyak dan penjual
butuh untuk mengeluarkan produk-produk tersebut agar alur kas lancar.
Untuk meningkatkan penjualan per-pembeli, penjual dapat memanfaatkan fitur promo
Kombo hemat dan Paket Diskon. Dengan memasangkan produk unggulan dengan produk
lain atau produk pelengkap agar jumlah pembelian produk meningkat. Penjual dapat
menawarkan harga pembelian lebih murah atau hadiah gratis pada setiap pembelian tertentu.
Penjual bisa mencari produk berpotensi lainnya selain produk terlaris di toko, dan
memberikan diskon untuk menarik minat pembeli. Dengan menawarkan harga yang lebih
bersaing, mungkin saja produk-produk tersebut bisa menjadi produk terlaris.
Penjual dapat membuat voucher untuk ditampilkan di halaman toko. Tentukan
minimum pembelian sedikit lebih besar dari Penjualan per Pembeli agar Pembeli terpacu
untuk menambah produk ke keranjang demi mendapatkan voucher tersebut. Melalui metode
ini, penjual dapat menjual lebih banyak produk.
Jika tidak menggunakan promo Kombo Hemat atau Paket Diskon, maka penjual dapat
memanfaatkan voucher telah dibuat untuk menonjolkan produk unggulan agar
meningkatkan penjualan produk lain di kategori serupa.
Inti dari penjualan adalah untuk mendapatkan keuntungan yang besar, maka penjual
harus menjual produk dengan keuntungan yang besar. Strategi perlu ditingkatkan untuk
meningkatkan pemasukan toko. Biasanya produk yang menghasilkan profit besar
merupakan produk pelengkap atau produk yang pada dasarnya memiliki margin besar.
Produk-produk jenis ini dapat dipasarkan selama memiliki harga yang bersaing dan tingkat
permintaan produk yang tinggi. Penjual dapat menelisik minat pembeli dengan melihat
jumlah favorit pada produk tersebut dan jumlah produk yang dimasukkan ke keranjang.
Untuk meningkatkan penjualan produk, penjual dapat menggunakan banner toko
untuk mempromosikan produk dan memberikan promo paket diskon untuk meningkatkan
penjualan produk. Semakin hari, semakin banyak penjual di Shopee sehingga penjual harus
tetap mempertahankan eksistensi toko. Menyediakan produk yang sedang ramai dicari oleh
Pembeli berarti membuat toko up to date dan toko menjadi opsi bagi pelanggan untuk
berbelanja. Strategi ini digunakan untuk meningkatkan tingkat kunjungan toko dan menarik
minat pembeli untuk berbelanja di toko. Walaupun memiliki keuntungan yang tidak begitu
besar, namun dengan menyediakan produk yang sedang dicari oleh banyak orang, peluang
toko untuk dikunjungi melalui halaman pencarian akan meningkat dan pembeli tidak perlu
ke toko lain untuk mencari produk yang mereka cari. Produk jenis ini perlu ditempatkan di
lokasi yang cukup mudah untuk ditemukan oleh Pembeli. Penjual dapat menggunakan fitur
Produk Pilihan Toko untuk menampilkan produk-produk ini. Penjual perlu memastikan
halaman produk menarik dengan nama produk yang baik agar mudah untuk ditemukan di
Halaman hasil Pencarian.
Penjual cukup mengoptimalkan halaman produk untuk mempromosikan produk dan
meningkatkan kunjungan toko. Mengiklankan produk dapat memperkecil keuntungan yang
akan diperoleh. Untuk meningkatkan keuntungan, produk peramai bisa digabungkan dengan
produk pencetak uang dalam promo Paket Diskon.

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Strategi Komunikasi Shopee
Menjaga pengalaman berbelanja yang menyenangkan bagi Pembeli merupakan hal
yang penting, termasuk membuat pelanggan mau belanja kembali ke toko. Penjual
menerapkan strategi untuk membuat pembeli menjadi pelanggan setia. Rasa senang yang
pembeli rasakan saat berbelanja di toko akan membuat pelanggan tidak ragu untuk
melakukan pembelian produk lain.
Strategi ini dapat digunakan untuk meningkatkan angka penjualan produk.
Membangkitkan semangat Pembeli untuk berbelanja di toko dengan menjual produk-produk
yang dapat meningkatkan kegembiraan. Pada umumnya, pembeli akan semangat saat
berhasil membeli produk-produk musiman, produk-produk terbatas (limited edition),
produk terbaru, dan produk dengan diskon yang besar. Tampilan promosi yang sedang
berlangsung di bagian atas toko dapat menarik minat Pembeli. Penjual membuat pembeli
untuk segera membeli produk-produk yang diinginkan dengan menekankan durasi promosi
atau stok terbatas pada produk tersebut. Penjual dapat meningkatkan rasa penasaran dan
semangat Pembeli untuk menjelajahi toko dengan menyediakan promo-promo lainnya di
bagian bawah promo utama. Perlu dipastikan bahwa promo yang paling besar diletakkan di
bagian teratas untuk menarik atensi pembeli.
Citra toko dan produk merupakan hal yang penting untuk menjaga eksistensi dan
relevansi toko di kalangan pembeli. Strategi ini digunakan untuk menarik simpati pembeli
terhadap toko dan produk yang dijual. Penjual akan membangun citra toko dan produk
dengan menampilkan penawaran produk tertentu atau informasi mengenai toko dan produk.
Penjual dapat menunjukkan apa saja yang ditawarkan oleh toko dan dapat menampilkan
produk-produk terbaru di halaman dekorasi toko dan memberikan diskon spesial. Penjual
dapat menawarkan produk sekaligus meningkatkan citra toko dan produk, serta
menunjukkan kelebihan dan nilai jual dari produk yang dijual. Strategi ini cocok digunakan
saat kunjungan ke toko sedang meningkat, terutama saat campaign Shopee sedang
berlangsung. Jika penjual mengikuti campaign Shopee maka akan muncul tab khusus
campaign di halaman yang berisikan produk-produk promosi, sehingga penjual dapat lebih
focus kepada kategori toko dan dekorasi toko.
Penjual akan mengecek waktu ramai dan sepi toko untuk menyesuaikan strategi serta
penempatan produk yang tepat. Saat kunjungan toko rendah, penjual dapat mengiklankan
produk peramai di bagian atas dekorasi toko jika tidak ada promo yang sedang berlangsung.
Saat mengikuti campaign, penjual dapat memberikan informasi mengenai produk tertentu
dengan memberikan promo spesial. Penjual tidak perlu membuat sesi khusus untuk
campaign karena tab khusus campaign akan disediakan oleh Shopee. Saat kunjungan toko
tinggi namun tingkat konversi rendah, penjual dapat membuat voucher toko dan
menempatkan produk yang meningkatkan penjualan per Pembeli atau promo Toko spesial
di bagian atas pada Dekorasi Toko.
Penjual dapat menyesuaikan strategi-strategi penempatan produk untuk mencapai
tujuan. Jika penjual ingin meningkatkan kegembiraan Pembeli saat berbelanja di toko, maka
Penjual dapat menempatkan produk-produk promosi dan produk-produk hot items di bagian
atas dekorasi toko. Untuk meningkatkan keuntungan, Penjual dapat mendorong Pembeli
untuk membeli produk lain yang dapat menguntungkan bagi Penjual. Kondisi toko pasti
akan mengalami perubahan. Maka perlu untuk meng-update tampilan dan penempatan
produk toko. Update penempatan produk secara berkala perlu dilakukan terutama pada hari
besar yang sedang berlangsung. Promosi yang dibuat perlu disesuaikan agar Pembeli lebih
tertarik untuk melakukan transaksi dan toko tetap relevan. Dengan menjual produk dan
berikan promo yang menarik sesuai dengan hari besar yang sedang berlangsung, akan
membuat toko bertahan atau bahkan menonjol di saat lomba promo di hari-hari besar oleh
toko-toko lain.

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Penjual dapat memanfaatkan komponen dekorasi toko yang akan di-update secara
otomatis oleh Shopee. Beberapa komponen seperti produk terlaris dan produk baru akan
diperbarui secara otomatis sehingga Penjual tidak perlu memperbarui Dekorasi Toko terus-
menerus. Penjual dapat mengaktifkan Komponen Disesuaikan agar konten disesuaikan
berdasarkan kebiasaan Pembeli yang masuk ke Halaman Toko. Fitur ini dapat meningkatkan
keinginan Pembeli untuk melakukan transaksi karena konten yang ditampilkan sesuai
dengan preferensi. Penjual dapat mengatur Komponen Penjual untuk diaktifkan melalui
seller Centre di bagian Dekorasi Toko.
Giveaway dan cuci gudang merupakan program untuk mempromosikan produk yang
tidak kunjung laku. Menyimpan produk terlalu lama dapat merugikan bisnis karena merusak
arus kas. Penjual dapat memeriksa promosi dan produk yang berada di halaman depan toko,
perbarui konten dan produk promosi jika konten terlalu lama atau tidak efektif lagi. Produk
yang kurang diminati dan memiliki kunjungan rendah dapat diketahui melalui performa
Produk pada bagian Bisnis Saya di Seller Centre.
Variasi produk unggulan diperlukan untuk memperkaya kategori toko, memberi opsi
produk lebih banyak, dan menarik minat Pembeli. Penjualan bisa dapat meningkat dengan
jenis-jenis produk baru yang selama ini didambakan oleh pembeli.
Penjual Shopee senantiasa memperbarui produk, melakukan penempatan produk
dengan tepat dan melakukan promosi setiap bulan bahkan setiap dua minggu sekali agar
Pembeli yang datang tidak bosan. Memperbarui toko secara berkala dapat menjaga toko
selalu relevan dan tidak membosankan.

PENUTUP

Kesuksesan Shopee tidak terlepas dari berbagai strategi pemasaran dan promosi
penjualan yang menarik perhatian para penjual ataupun pembeli: 1).Menggunakan strategi
pemasaran berdasarkan tren yang ada. Menggunakan hal-hal yang sedang viral atau sedang
tren untuk pemasaran itu penting karena akan memudahkan mengingat platformnya.
Menggunakan konten yang sudah dikenal luas merupakan salah satu cara untuk mencapai
strategi pemasaran yang sukses. Shopee menggunakan platform Instagram sebagai sarana
promosi dengan menggunakan visualisasi komunikasi dalam bentuk video atau foto yang di
publish di akun resmi @shopee_id. Dengan menggunakan platform Instagram, Shopee ingin
menarik konsumen khususnya kaum milenial yang menggunakan Instagram; 2). Jumlah
promosi untuk pelanggan. Gratis ongkos kirim menjadi salah satu alasan konsumen menyukai
Shopee ini. Sejauh ini, platform tersebut masih menawarkan promosi pengiriman gratis kepada
penggunanya. Ongkos kirim diberikan dengan batas pembelian tertentu. Meskipun nominalnya
mungkin tidak terlihat besar, pengiriman gratis ini bisa menjadi daya tarik konsumen.
Strategi lain adalah adanya berbagai macam diskon dan flashsale. Unggahan tema
Shopee Mantul Sale digunakan untuk mengirimkan pesan kepada konsumen yang penasaran
dengan apa yang diobral serta gratis ongkos kirim Rp0 dan Serba Seribu. Dengan menawarkan
kupon pengiriman gratis dapat menarik konsumen untuk mengunjungi pasar. Walaupun kupon
pengiriman gratis tidak selalu dapat ditukarkan, ini merupakan daya tarik khusus bagi
pengguna; 3). Jaminan harga terbaik. Harga adalah faktor pertama yang dipertimbangkan
konsumen ketika memberikan sesuatu. Inilah yang digunakan Shopee untuk bersaing dengan
platform lain. Shopee menggunakan kampanye “Jaminan Harga Termurah, Jaminan Uang
Kembali 2x Lipat”. Jaminan inilah memungkinkan konsumen untuk tidak berpikir panjang
sebelum melakukan transaksi; 4). Menggunakan brand ambasador. Salah satu brand
ambassador yang dipilih Shopee adalah Blackpink, Christian Ronaldo, dan Didi Kempot.
Strategi ini cukup menjanjikan karena dapat mempengaruhi banyak orang untuk membeli

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 PROPAGANDA
produk dan membuat perusahaan semakin terpercaya; 5). Mengikuti event. Salah satu acara
yang rutin diikuti Shopee adalah Harbolnas (Hari Beli Online Nasional), 11.11 Big Sale,
Shopee SMS & COD, dan 12.12 Birthday Sale. Shopee menawarkan promosi menarik saat
event, seperti flashsale, cashback, dan lain sebagainya; 6). Gunakan sarana yang sesuai.
Platform ini memfokuskan aktivitasnya pada pengguna telepon seluler atau aplikasi seluler.
Merek tersebut kemudian dikenal sebagai salah satu pionir dalam mobile shopping.

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