Pengaruh Diskon Dan Cashback Terhadap Frekuensi Pembelian Pada Aplikasi Shopeefood Di Wilayah Kabupaten Jember
DOI:
https://doi.org/10.22219/jp.v7i01.37134Abstract
This study aims to examine the effect of discount and cashback programs on the frequency of purchases on the Shopeefood application. The background of this research is the rapid development of e-commerce in Indonesia, where Shopee remains the leader with the highest number of monthly visits by 2023. Shopeefood, as one of the main services on this platform, uses various promotional strategies to attract more users, one of which is the discount and cashback program. This study highlights that Shopeefood's strategies, especially the use of discounts and cashback, contribute to an increase in transactions. Discounts provide an immediate price cut that appeals to consumers while cashback offers a financial incentive in the form of a refund that encourages consumers to shop more frequently in the future. However, there are some complaints from consumers regarding the relatively long period of receiving cashback and the less transparent application process, which may affect their level of satisfaction. Through a quantitative approach with multiple linear regression analysis and hypothesis testing, this study found that discount and cashback programs have a significant influence on the frequency of purchases at Shopeefood. The results of this study are expected to provide valuable insights for companies to develop more effective marketing strategies, not only in increasing purchase frequency, but also in building consumer loyalty amid increasingly fierce competition in the food delivery service industry.
Downloads
References
Abdullah, R., Malik, E., Adan, L. H., & Dja’wa, A. (2021). Penerapan Strategi Pemasaran Sebagai Upaya Meningkatkan Usaha Kecil Dan Menengah Di Desa Wawoangi Kec. Sampoiawa Ditengah Pandemic Covid-19. Community Development Journal : Jurnal Pengabdian Masyarakat, 2(1), 76–80. https://doi.org/10.31004/cdj.v2i1.1455
Ahdiat, A. (2024). Rata-rata Jumlah Kunjungan ke 5 Situs E-Commerce Terbesar di Indonesia (Kuartal I-Kuartal IV 2023). Databoks. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/f056a701023f0fe/tren-e-commerce-2023-kunjungan-ke-shopee-dan-blibli-meningkat
Ainur, R. (2020). Pandemi Covid-19 Dan Dampaknya Terhadap Perilaku Konsumen Di Indonesia. Jurnal Inovasi Penelitian, 1(7).
Annur, C. M. (2023). Indonesia Jadi Penyumbang Kunjungan Terbanyak ke Shopee pada 2023. Databoks. https://databoks.katadata.co.id/-/statistik/06cce6d6b6735c8/indonesia-jadi-penyumbang-kunjungan-terbanyak-ke-shopee-pada-2023
Astuti, I. P., & Anggresta, V. (2022). Pengaruh Promosi Terhadap Keputusan Pembelian Pada Shopee Food Di Jakarta Selatan. Jurnal USAHA, 3(2), 29–35. https://doi.org/10.30998/juuk.v3i2.1230
Darsana, I. M., Rahmadani, S., Salijah, E., Akbar, A. Y., Bahri, K. N., Amir, N. H., Jamil, S. H., Nainggolan, H. L., Anantadjaya, S. P. D., & Nugroho, A. (2023). STRATEGI PEMASARAN. CV. Intelektual Manifes Media. https://books.google.co.id/books?id=LRHUEAAAQBAJ
Dewi, A. M. (2021). OPTIMALISASI APLIKASI E-COMMERCE SHOPEE FOOD SEBAGAI MEDIA PEMASARAN UMKM. OPTIMALISASI APLIKASI E-COMMERCE SHOPEE FOOD.
Ferdinand, Augusty. (2014). Metode Penelitian Manajemen : Pedoman Penelitian untuk skripsi, Tesis dan Disertai Ilmu Manajemen. Semarang: Universitas Diponegoro
Handayani, R., & Sulaeman, E. (2022). Pengaruh Persepsi Kemudahan dan Promosi Cashback Terhadap Minat Menggunakan Kembali Dompet Digital ShopeePay. YUME : Journal of Management, 5(3), 81–92. https://doi.org/10.37531/yume.vxix.4749
Handini, V. V., Fadhila, N., & Akhyar, M. (2024). Pengaruh Promosi Cashback Pada Shopee Dan Harga Terhadap Perilaku Konsumen. 2(3), 80–90.
Hari Muharam, S. E., Chaniago, H., & Mujito, S. E. (2023). Perilaku Konsumen. wawasan Ilmu.
Herlina, S. T., & Nina, &. (2022). Pengaruh iklan, diskon dan brand ambassador terhadap pembelian impulsif pada lazada di masa pandemi covid-19. LIAISON JOURNAL OF BEST, 47–58.
Islam, U., & Banda, N. A. (2023). ANALISIS PEMBERIAN CASHBACK OVO POINTS DALAM APLIKASI DOMPET DIGITAL OVO MENURUT PERSPERKTIF EKONOMI ISLAM (Tinjauan Terhadap Akad Ju’alah).
Issalillah, F., Khayru, R. K., Darmawan, D., & ... (2021). Analisis Perilaku Konsumen Rokok Mild Berdasarkan Persepsi dan Sikap. Journal of Trends …, 2(2), 49–53. https://journal.fkpt.org/index.php/jtear/article/view/235%0Ahttps://journal.fkpt.org/index.php/jtear/article/download/235/140
Sugiyono. (2019). Metode Penelitian Kuantitaif, Kualitatif dan R&D.Bandung: Penerbit Alfabeta
Khafidin. (2020). Konsep perilaku konsumen beserta implikasinya terhadap keputusan pembelian. Journal Derivatif, 10(1), 1–15. http://eprints.umsida.ac.id/6801/
Kinski, N., Sari, R. L., Prodi, D. R., Ekonomi, I., Ekononi, F., & Bisnis, D. (2023). Pengaruh Promosi Terhadap Perilaku Konsumen dalam Keputusan Pembelian di E-Commerce. Jurnal Ilmiah Wahana Pendidikan, Juli, 2023(13), 435–443.
Kusumaningtyas, D. (2024). Strategi Promosi E-commerce Shopee : Gratis Ongkos Kirim , Diskon , dan Cashback dalam Membentuk Keputusan Pembelian Produk Fashion. 3(5), 62–71.
Naimah, S., Komariah, K., & Saori, S. (2023). Buyingtitle Analisis Iklan , Promosi Cashback , Dan Flash Sale Terhadap Online Impulse Buying. 4(6), 9671–9681.
Nora Anisa Br. Sinulingga, S. E. M. M., Dr. Hengki Tamando Sihotang, M. K., & Sihotang, D. (2023). Perilaku Konsumen: Strategi dan Teori. IOCS Publisher. https://books.google.co.id/books?id=g646EAAAQBAJ
Oktavia, F., & Fageh, A. (2022). Pengaruh Diskon Terhadap Keputusan Pembelian Kosmetik Halal Dengan Minat Beli Sebagai Variabel Intervening. Jurnal Ecodemica Jurnal Ekonomi Manajemen Dan Bisnis, 6(1), 1–10. https://doi.org/10.31294/eco.v6i1.11196
Ramadhika, P. (2019). BAB II Tinjauan Pustaka BAB II TINJAUAN PUSTAKA 2.1. 1–64. Gastronomía Ecuatoriana y Turismo Local., 1(69), 5–24.
Rambe, D. N. S., & Aslami, N. (2022). Analisis Strategi Pemasaran Dalam Pasar Global. El-Mujtama: Jurnal Pengabdian Masyarakat, 1(2), 213–223. https://doi.org/10.47467/elmujtama.v1i2.853
Resta, A., Akhmad, K. A., & Gunaningrat, R. (2023). Pengaruh Program Voucher Diskon dan Program Gratis Ongkos Kirim terhadap Minat Beli Ulang pada Aplikasi Shopee Food. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(1), 759–771. https://doi.org/10.47467/alkharaj.v6i1.4878
Rungkat, A., Pendong, M., Tumiwang, M., Mamuaya, I., & Asaloei, S. I. (2024). Pengaruh Promosi dan Diskon Terhadap Kepuasan Pelanggan Grabfood dan Gofood : Studi Kasus Mahasiswa Jurusan Ilmu Administrasi Bisnis UNSRAT. Jurnal Lentera Bisnis Dan Kewirausahaan, 1(1), 47–54.
Setyowati, D. (2024). Transaksi ShopeeFood dan GrabFood Naik, GoFood Turun. Katadata. https://katadata.co.id/digital/startup/65b76fd85c590/transaksi-ShopeeFood-dan-grabfood-naik-gofood-turun
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Naylul Nabila, Roro Aditya Novi Wardhani Wardhani, Nike Norma Epriliyana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with Jurnal Partisipatoris agree to the following terms:
- For all articles published in the Jurnal partisipatoris, copyright is retained by the authors. Authors give permission to the publisher to announce the work with conditions. When the manuscript is accepted for publication, the authors agree to the automatic transfer of non-exclusive publishing rights to the publisher.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
