Analisis Determinant Keputusan Pembelian Online: Studi pada Program Diskon, Gratis Ongkir, dan Kemudahan Transaksi Toko Berkah Berlimpah

Abstract

This research aims to analyze the influence of discount programs, free shipping, and ease of transactions on product purchasing decisions at the Berkah Abundant online shop located in Poncowarno District, Kebumen Regency. This research involved 61 respondents who had made purchases at the online shop. The data analysis used in this research is a quantitative analysis technique. The research results show that the discount program has no significant effect and even has a negative effect on product purchasing decisions at the Berkah Abundant online store with a value of tcount (-1.204) < ttable (1.670). and significant value (0.232) > 0.05. On the other hand, free shipping has a value of tcount (7.445) > ttable (1.670). and the significant value is (0.01) < (0.05) and the ease of transactions has a value of tcount (5.183) > ttable (1.670). and the significant value (0.01) < (0.05) is proven to have a positive and significant influence on purchasing decisions. Consumers are more likely to decide to buy when free shipping is offered and when the transaction process is easy and efficient. Marketing strategies that emphasize free shipping and easy transactions are more effective in increasing purchasing decisions compared to discount programs. Therefore, online store owners are advised to prioritize these two strategies to increase sales.