Pengaruh Promo di Aplikasi E-commerce Shopee terhadap Minat Beli Konsumen

Authors

  • winda octavia ramadhina Universitas Trunojoyo Madura
  • nadia rachmawati Universitas Trunojoyo Madura
  • Muhammad Alkirom Wildan Universitas Trunojoyo Madura

Keywords:

Shopee, Promotion, E-commerce platform, online shopping, consumer purchase intention

Abstract

Technology brings big changes for its users. Purchases can now be made online through e-commerce platforms. One of the popular platforms in Indonesia is Shopee, an online shopping application that is widely used by Indonesians. The purpose of this study was to find out about promos, the types of promos that are applied, shopee marketing strategies, factors supporting the effectiveness of promos, and challenges or risks of promo strategies at shopee. The results of this study consumers depend on promotions, which causes dependence on discounts before making purchases, resulting in reduced brand loyalty and purchases in the absence of promotions. About strategic promotion in e-commerce cannot be underestimated, because the role of promotion is very important in encouraging customer interest.

Downloads

Download data is not yet available.

References

Albar, I., & Permatasari, B. (2024). Kepuasan Pelanggan dan Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan Dalam Berbelanja Melalui E-Commerce Di Lampung. 14(2), 115–129.

Eka Mayastika Sinaga. (2022). the Effect of Sales Promotion on Buying Interest in E-Commerce Shopee With Trust As Intervening Variable. International Journal of Economics (IJEC), 1(1), 157–170. https://doi.org/10.55299/ijec.v1i1.112

Faisal, M., & Basri, M. (2023). Analisis Faktor – Faktor Yang Mempengaruhi Konsumen Dalam Melakukan Impulse Buying Pada Penjualan Online ( Studi Pada Mahasiswa Administrasi Bisnis FISIP Universitas Halu Oleo ). Business UHO: Jurnal Administrasi Bisnis, 8(1), 261–280.

Heda, B. S., & Yulianto, E. (2024). How Purchase Decision Mediates Electronic Word of Mouth ’ s Impact on Customer Satisfaction : A Case in Shopee Application. 18(2), 217–230.

Hidayanto, A. N., Ovirza, M., Anggia, P., Budi, N. F. A., & Phusavat, K. (2017). The roles of electronic word of mouth and information searching in the promotion of a new E-commerce strategy: A case of online group buying in Indonesia. Journal of Theoretical and Applied Electronic Commerce Research, 12(3), 69–85. https://doi.org/10.4067/S0718-18762017000300006

Nadia, T. A. D., Wijaya, R., & Nurjannah, D. (2021). The Effect of Website Quality, Sales Promotion and Social Media on Purchase Decisions on Lazada E-Commerce Sites. Jamanika (Jurnal Manajemen Bisnis Dan Kewirausahaan), 1(4), 290–298. https://doi.org/10.22219/jamanika.v1i4.17646

Nadiansyah, F. S., Indrawan, R., & Almujab, S. (2022). Analisis Strategi Promosi E-Commerce Shopee Yang. Oikos, 6(1), 62–71.

Octavianus Calvin, M. J. T. (2022). Pengaruh Harga Dan Promosi Penjualan Shopee FoodTerhadap Minat Beli Konsumen Di Kota Palembang. Forbiswira Forum Bisnis Dan Kewirausahaan-Sinta 4, 12(1), 47–58.

Pasien, P., & Studi, H. (2024). 3 1,2,3. 4(3), 2020–2025.

Rismaya, T., Muslim, U. B., & Shiddieqy, H. A. (2022). ANALISIS MENGENAI PENGARUH PROMOSI, KEPERCAYAAN, HARGA, DAN KUALITAS PELAYANAN TERHADAP MINAT BELI PADA E-COMMERCE DITINJAU DARI SUDUT PANDANG SYARIAH (Studi Pada Pengguna Shopee). Sahid Business Journal, 1(01), 49–60. https://doi.org/10.56406/sahidbusinessjournal.v1i01.12

Simangunsong, R., & Morina. (2021). Pengaruh Promosi, Harga Dan Kepercayaan Terhadap Keputusan Pembelian Di E-Commerce Shopee Pada Mahasiswa Universitas Hkbp Nommensen Medan. Jurnal Ilmu Sosial Dan Politik, 1(2), 131–149. https://doi.org/10.51622/jispol.v1i2.413

Sitompul, M. I., & Aslami, N. (2022). The Effect of The Consumers’ Increasing Interest in Shopping on Shopee During the Pandemic Era. Indonesian Journal of Multidisciplinary Science, 1(5), 476–482. https://doi.org/10.55324/ijoms.v2i2.95

Widodo, D. Y. P., & Prasetyani, H. (2022). Pengunaan Shopee sebagai Media Promosi untuk Meningkatkan Daya Jual Produk sebagai Narahubung Sosial Marketing. Journal of Systems, Information Technology, and Electronics Engineering, 2(2), 12–17. http://e-journal.ivet.ac.id/index.php/jsitee

Downloads

Published

2025-06-18

Issue

Vol. 10 No. 02 (2025): Volume 10, Nomor 02 Juni 2025 publish

Section

Articles

License

Copyright (c) 2025 Pendas : Jurnal Ilmiah Pendidikan Dasar

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.