The Influence Of Flash Sale, Cashback And Tagline free Shipping On The Decision To Purchase Fashion Products On Marketplace Shopee Users In The City Of Medan

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The Influence of Flash Sale, Cashback, and Tagline "Free Shipping" on the Decision to Purchase Fashion Products on Marketplace Shopee Users in the City of Medan

Introduction

In the era of online shopping, the growth of e-commerce has led to the emergence of various marketing strategies aimed at attracting customers. Among these strategies, flash sale, cashback, and the tagline "free shipping" have become increasingly popular. These tactics are widely used by marketplaces to entice customers to make purchases. However, the effectiveness of these strategies in influencing purchasing decisions remains a topic of interest. This study aims to investigate the impact of flash sale, cashback, and the tagline "free shipping" on the decision to purchase fashion products among Shopee users in Medan.

Background

Medan, a city in Indonesia, is known for its vibrant shopping culture. The city's residents are accustomed to online shopping, with many using marketplaces like Shopee to purchase fashion products. The popularity of Shopee in Medan can be attributed to its user-friendly interface, wide selection of products, and competitive prices. However, the city's competitive market also means that businesses must employ effective marketing strategies to stand out from the competition.

Methodology

This study employed an associative research method, combining both primary and secondary data collection. The primary data was collected through a questionnaire survey, while the secondary data was obtained from documentation and existing literature. The questionnaire was designed to measure the respondents' perceptions of flash sale, cashback, and the tagline "free shipping" on their purchasing decisions. The survey was conducted among 108 respondents, who were selected using the purposive sampling method. The respondents were residents of Medan who were familiar with the tagline "free shipping" and had made purchases on Shopee during a flash sale at least once.

Data Analysis

The data was analyzed statistically using the SPSS program for Windows. The T-test, F-test, and coefficient of determination (R²) were used to examine the relationships between the variables. The results showed that simultaneously, flash sale, cashback, and the tagline "free shipping" had a positive and significant influence on the decision to purchase fashion products among Shopee users in Medan.

Results

The results of the study can be summarized as follows:

  • Simultaneous Influence: The three elements (flash sale, cashback, and the tagline "free shipping") had a positive and significant influence on the decision to purchase fashion products among Shopee users in Medan.
  • Separate Influence: Each element also had a positive and significant influence on the decision to purchase fashion products.
  • Flash Sale: The flash sale created a sense of urgency among consumers, encouraging them to make immediate purchases.
  • Cashback: The cashback offer provided additional incentives for consumers to buy more, as they received a part of their money back after the purchase.
  • Free Shipping: The offer of free shipping eliminated additional costs that were often a barrier for consumers, especially in online shopping.

Discussion

The results of this study suggest that the right marketing strategy can increase consumer buying interest. Flash sale and cashback psychologically create a sense of wanting to get more value from each transaction, which is essential in growing customer loyalty. In the current digital age, where consumers have many choices, it is crucial for companies to implement innovative marketing strategies to attract customer attention.

The "free shipping" tagline also has a significant impact. Shipping costs are often the main consideration in online purchasing decisions. When these costs are eliminated, consumers feel more comfortable completing the transaction. This shows the importance of marketing that understands consumer needs and behavior.

Conclusion

In conclusion, this study highlights the importance of flash sale, cashback, and the tagline "free shipping" in influencing purchasing decisions among Shopee users in Medan. The results suggest that these marketing strategies can be effective in increasing sales, especially in competitive markets like Medan. Therefore, business people in the fashion and marketplace industry should consider implementing these strategies to attract customers and increase sales.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Businesses: Implement flash sale, cashback, and free shipping promotions to attract customers and increase sales.
  • Marketplaces: Offer these promotions to their customers to stay competitive in the market.
  • Consumers: Take advantage of these promotions to get more value from their transactions and grow customer loyalty.

Limitations

This study has several limitations that should be noted. Firstly, the study was conducted in Medan, a city in Indonesia, and the results may not be generalizable to other cities or countries. Secondly, the study only focused on Shopee users and may not be representative of other online shopping platforms. Finally, the study only examined the influence of flash sale, cashback, and the tagline "free shipping" on purchasing decisions and did not explore other factors that may influence consumer behavior.

Future Research Directions

Future research should aim to explore other factors that influence consumer behavior, such as social media marketing, influencer marketing, and customer reviews. Additionally, research should be conducted in other cities or countries to generalize the findings of this study.
Q&A: The Influence of Flash Sale, Cashback, and Tagline "Free Shipping" on the Decision to Purchase Fashion Products on Marketplace Shopee Users in the City of Medan

Introduction

In our previous article, we discussed the influence of flash sale, cashback, and the tagline "free shipping" on the decision to purchase fashion products among Shopee users in Medan. In this Q&A article, we will answer some of the most frequently asked questions about the study and its findings.

Q: What is the purpose of the study?

A: The purpose of the study is to investigate the impact of flash sale, cashback, and the tagline "free shipping" on the decision to purchase fashion products among Shopee users in Medan.

Q: Who were the participants in the study?

A: The participants in the study were 108 residents of Medan who were familiar with the tagline "free shipping" and had made purchases on Shopee during a flash sale at least once.

Q: What methods were used to collect data?

A: The data was collected through a questionnaire survey and documentation. The questionnaire was designed to measure the respondents' perceptions of flash sale, cashback, and the tagline "free shipping" on their purchasing decisions.

Q: What were the results of the study?

A: The results of the study showed that simultaneously, flash sale, cashback, and the tagline "free shipping" had a positive and significant influence on the decision to purchase fashion products among Shopee users in Medan. Each element also had a positive and significant influence on the decision to purchase fashion products.

Q: What does the study suggest about the effectiveness of flash sale, cashback, and the tagline "free shipping"?

A: The study suggests that these marketing strategies can be effective in increasing sales, especially in competitive markets like Medan. The study also highlights the importance of understanding consumer needs and behavior in marketing.

Q: What are the implications of the study for businesses and marketplaces?

A: The study implies that businesses and marketplaces should consider implementing flash sale, cashback, and free shipping promotions to attract customers and increase sales. These strategies can help businesses stay competitive in the market and increase customer loyalty.

Q: What are the limitations of the study?

A: The study has several limitations, including the fact that it was conducted in Medan, a city in Indonesia, and the results may not be generalizable to other cities or countries. The study also only focused on Shopee users and may not be representative of other online shopping platforms.

Q: What are the future research directions?

A: Future research should aim to explore other factors that influence consumer behavior, such as social media marketing, influencer marketing, and customer reviews. Additionally, research should be conducted in other cities or countries to generalize the findings of this study.

Q: What are the practical implications of the study for consumers?

A: The study suggests that consumers should take advantage of flash sale, cashback, and free shipping promotions to get more value from their transactions and grow customer loyalty. Consumers should also be aware of the marketing strategies used by businesses and marketplaces to influence their purchasing decisions.

Q: What are the future implications of the study for the fashion and marketplace industry?

A: The study implies that the fashion and marketplace industry will continue to evolve and adapt to changing consumer behavior and preferences. Businesses and marketplaces will need to stay competitive by implementing innovative marketing strategies and understanding consumer needs and behavior.

Conclusion

In conclusion, the study provides valuable insights into the influence of flash sale, cashback, and the tagline "free shipping" on the decision to purchase fashion products among Shopee users in Medan. The study suggests that these marketing strategies can be effective in increasing sales and customer loyalty. However, the study also highlights the importance of understanding consumer needs and behavior in marketing.