Pengaruh Promosi dan Gratis Ongkir Terhadap Keputusan Pembelian Layanan Shopeefood

Azmi Fauziah Quratu Ain, Hendra Riofita

Abstract


The rapid growth of online food delivery services has intensified competition, prompting digital platforms to implement aggressive marketing strategies. This study aims to analyze the effect of sales promotions and free shipping vouchers on consumer purchasing decisions in online food delivery. Using a quantitative explanatory design, data were collected from 100 student respondents who actively use ShopeeFood, selected via purposive sampling. Multiple linear regression analysis via IBM SPSS Statistics revealed that promotion and free shipping simultaneously exert a significant effect on purchasing decisions (F = 42.158, p < 0.001), accounting for 46.5% of variance. Partially, both promotion (t = 3.842) and free shipping (t = 4.915) positively and significantly drive purchase decisions. These findings imply that free shipping acts as a major psychological catalyst reducing transaction costs, while promotional vouchers amplify perceived economic value, providing actionable insights for digital platform managers


Keywords


free shipping vouchers; online food delivery; purchasing decisions; sales promotion; shopeefood

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DOI: https://doi.org/10.52364/synergy.v6i2.159

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