Efek Penggunaan Diskon dan Cashback Terhadap Keputusan Pembelian Konsumen pada Media Sosial Shopee

Vira Andriani

doi:10.55606/jurimbik.v5i3.1379

Authors

Vira Andriani Institut Teknologi dan Bisnis Sabda Setia

DOI:

https://doi.org/10.55606/jurimbik.v5i3.1379

Keywords:

Cashback, Discounts, Purchase Results

Abstract

This study aims to analyze the influence of discounts and cashback on consumer purchase decisions on the Shopee e-commerce platform, especially in Pontianak City. Using a quantitative approach with the Partial Least Squares (PLS) analysis technique version 4, this study processed data from respondents who were active users of Shopee who had used the promotion feature. The results of the study show that discounts and cashback have a positive and significant effect on purchase decisions, with cashback having a more dominant influence. In addition, cashback also mediates the effect of discounts on purchase decisions significantly. These findings indicate that consumers tend to respond more to promotions with long-term profits. The implications of these results show the importance of designing a sustainable promotional strategy to increase consumer loyalty and purchase intent in the e-commerce ecosystem.

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