Pengaruh Diskon, Gratis Ongkir, Dan Ulasan Pembeli Terhadap Keputusan Pembelian Pada Toko Online Belia Cosmetic Di Shopee

Abstract

The Covid-19 pandemic has made many people start switching to online shopping. Social distancing makes people choose buy online to reduce contact with other people. Beauty care products are one of the best-selling products in the Shopee online store. Many sellers who sell the same product makes each seller do strategy to promote their products so that they are chosen by consumers. The purpose of this study was to determine the effect of Discounts, Free Shipping, and Online Customer Reviews on Purchase Decisions at the Belia Cosmetic online store at Shopee. The research method used is quantitative research using a questionnaire as an instrument. The population in this study were female consumers who had purchased at the Belia Cosmetic store at Shopee. The sample of this study used non-probability (non-random sampling) with a purposive sampling technique totaling 100 respondents. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that all independent variables Discounts, Free Shipping and Online Customer Reviews, have a positive and significant influence on the dependent variable, namely purchasing decisions at the Belia Cosmetic online store at Shopee.