PENGARUH FLASH SALE DAN GRATIS ONGKOS KIRIM TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA E-COMMERCE TIKTOK SHOP DI KOTA BENGKULU
Abstract
This study aims to analyze the influence of flash sales and free shipping on purchase decisions among TikTok Shop e-commerce users in Bengkulu City, with a particular focus on students at Muhammadiyah University of Bengkulu. As one of the emerging e-commerce platforms, TikTok Shop frequently offers promotional strategies such as flash sales and free shipping to attract consumers. In today's digital era, such marketing approaches are considered effective in encouraging quicker and more impulsive purchasing decisions. This research employs a quantitative method with an explanatory approach. Data were collected through questionnaires distributed to 120 student respondents who have made purchases on TikTok Shop. The data analysis techniques include validity and reliability tests, classical assumption tests, multiple linear regression analysis, and both partial and simultaneous hypothesis testing. The results indicate that both flash sales and free shipping have a positive and significant influence, both partially and simultaneously, on purchase decisions. These findings demonstrate that promotional strategies like limited-time discounts and free delivery effectively enhance consumer desire and confidence to shop online. This study contributes valuable insights for business practitioners, particularly e-commerce managers like those at TikTok Shop, in better understanding consumer behavior and developing effective promotional strategies to boost sales.
Keywords: Flash Sale, Free Shipping, Purchase Decision, TikTok Shop, E-Commerce
References
AFTAR PUSTAKA
Alma, B. (2017). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfeba.
Amalia, E. L., & Wibowo, D. W. (2019). Rancang Bangun Chatbot Untuk Meningkatkan Performa Bisnis. Jurnal Ilmiah Teknologi Informasi Asia, 13(2), 137–142. https://doi.org/10.32815/jitika.v13i2.410
Amirullah. (2012). Perilaku Konsumen. Yogyakarta: Graha Ilmu.
Andriani, Z., & Nasution, S. M. A. (2023). Pengaruh Kualitas Pelayanan, Harga, Dan Promosi TerhadapKeputusan Pembelian Fashion di Tiktok Shop padaPengguna Aplikasi Tiktok. Bursa: Jurnal Ekonomi Dan Bisnis, 2(2), 209–220.
Daud, A. I., Ashworth, M. T., Strosberg, J., Goldman, J. W., Mendelson, D., Springett, G., Venook, A. P., Loechner, S., Rosen, L. S., Shanahan, F., Parry, D., Shumway, S., Grabowsky, J. A., Freshwater, T., Sorge, C., Kang, S. P., Isaacs, R., & Munster, P. N. (2015). Phase I dose-escalation trial of checkpoint kinase 1 inhibitor MK-8776 as monotherapy and in combination with gemcitabine in patients with advanced solid tumors. Journal of Clinical Oncology, 33(9), 1060–1066. https://doi.org/10.1200/JCO.2014.57.5027
Devica, S. (2020). Persepsi Konsumen Terhadap Flash Sale Belanja Online Dan Pengaruhnya Pada Keputusan Pembelian. Jurnal Bisnis Terapan, 4(1), 47–56. https://doi.org/10.24123/jbt.v4i1.2276
Firunnikah, S. (2023). Pengaruh program gratis ongkir dan flash sale terhadap impulse buying (Studi pengguna Tiktok Shop pada mahasiswa Stie Pgri Dewantara Jombang). Journal of Economic, Business and Engineering, 1–23.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Hawkins, D. I., & Mothersbaugh, D. L. (2017). Consumer Behavior. New York: Mc Graw Hill.
Herlina, Loisa, J., & Mulyana, T. (2021). The Impact Of Flash Sale Countdown Timer in Marketplace Online On Purchase decisions with Buying Intention As Intervening. Jurnal Digismantech, 1(1), 11–17. http://journal.ubm.ac.id/index.php/digismantech
Hurriyati, R. (2015). An Analysis of Place Branding to Enhance the Image of Bandung City and its Implications toward the Decisions to Visit Tourism Destination. Jurnal Pendidikan Sains Sosial Dan Kemanusiaan, 8(1), 99–114.
Istikomah, N., & Hartono, B. (2022). Analisis Persepsi Promosi Gratis Ongkos Kirim (Ongkir) Shopee Terhadap Keputusan Pembelian. Jurnal Bisnis Kompetitif, 1(2), 49–57. https://doi.org/10.35446/bisniskompetif.v1i2.1011
Kotler, P. (2012). Kotler on marketing. Simon and Schuster.
Kotler, P. (2017). Manajemen Pemasaran. Jakarta: Indeks.
Liu, X., Ji, K., Fu, Y., Tam, W. L., Du, Z., Yang, Z., & Tang, J. (2022). P-Tuning: Prompt Tuning Can Be Comparable to Fine-tuning Across Scales and Tasks. Proceedings of the Annual Meeting of the Association for Computational Linguistics, 2, 61–68. https://doi.org/10.18653/v1/2022.acl-short.8
Mira Istiqomah, & Novi Marlena. (2020). Pengaruh promo gratis ongkos kirim dan online customer rating terhadap keputusan pembelian produk fashion. Jurnal Manajemen, 12(2), 288–298. http://journal.feb.unmul.ac.id/index.php/JURNALMANAJEMEN
Moh Fali Fayadl, A. W., & Mustapita, A. F. (2023). Pengaruh Gratis Ongkir, Online Costumer Review Dan Flash Sale Terhadap Keputusan Pembelian Marketplace Tiktok Shop (Studi Pengguna Tiktok Shop di Kota Malang). Riset, Jurnal Prodi, Manajemen Fakultas, Manajemen Unisma, Bisnis, 12(01), 510–518.
Mutoharoh, Hasiolan, L. B., & Minarsih, M. M. (2015). Pengaruh Iklan Televisi, Kualitas Produk Dan Gaya Hidup Terhadap Keputusan Pembelian Sabun Kesehatan “Dettol” Di Swalayan Ada Setiabudi Semarang. Journal of Management, 1(1), 1–11.
Oktavyana, K., Habra, M. D., Fikri, M. H., & Siregar, H. (2024). Pengaruh Program Gratis Ongkir , Discount , dan Flash Sale Terhadap Impulse Buying ( Studi Kasus Pengguna TikTok Shop Pada Masyarakat Di Dusun Pembangunan I Desa Sekip Lubuk Pakam ). 9(1), 1016–1024.
Otovianti, D., & Herman, H. (2020). Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Minat Pembeli Di Wendyʼs. Jurnal Akrab Juara, 5(3), 135.
Rahmah, M. (2022). Pengaruh Gratis Ongkos Kirim, Potongan Harga Dan Kecepatan Pengiriman Terhadap Minat Beli Konsumen Pada Pasar Online Shopee.
Ramadhan, K. R., Rahmat R, & Hardilawati, W. (2023). Pengaruh Gratis Ongkir, Discount, dan Pembayaran COD terhadap Keputusan Pembelian pada TikTok Shop – Pengguna Universitas Muh. Riau. Prosiding SNEBA (UMRI), 1, 588–601.
Safitri, F., & Fandiyanto, R. (2024). Peran Minat Beli Dalam Memoderasi Pengaruh FlashSale , Gratis Ongkir dan Live Streaming Terhadap Keputusan Pembelian Pada Produk Fashion Di E - C ommerce Tiktok Shop. Journal of Digital Business Research, 1(1), 27–37.
Saputri, D., A., & Shiyammurti, N., R. (2022). Pengaruh Sistem Informasi Akuntansiterhadap Kinerja Perusahaan Pada Umkm. Journal of Accounting Taxing and Auditing (JATA), 3(2), 46–52.
Sari, P., Palah, J. M., & Ambarwati, P. (2023). Keputusan Pembelian Pengguna E-commerce Tiktok Shop: Daya Tarik Konten, Gratis Ongkos Kirim dan Harga Flash Sale sebagai Pemicu. EKOMABIS: Jurnal Ekonomi Manajemen Bisnis, 4(01), 85–100. https://doi.org/10.37366/ekomabis.v4i01.260
Schiffman, L., & Kanuk, L. L. (2014). Perilaku Konsumen. Edisi 7. Jakarta: Indeks.
Simamora, B. (2014). Panduan Riset Perilaku Konsumen. Jakarta: PT. Gramedia Pustaka Utama.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfeba.
Sutisna. (2014). Perilaku Konsumen dan Komunikasi Pemasaran. Bandung: PT. Remaja Rusdakarya.
Zhang, Q. W., Lin, L. G., & Ye, W. C. (2018). Techniques for extraction and isolation of natural products: A comprehensive review. Chinese Medicine (United Kingdom), 13(1), 1–26. https://doi.org/10.1186/s13020-018-0177-x
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
