PENGARUH DISKON FLASH SALE, RATING PENGGUNA, DAN GRATIS ONGKOS KIRIM TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE SHOPEE DI WILAYAH DAN RT 07 DAN RT 12 RW 01 PETUKANGAN UTARA, JAKARTA SELATAN

Abstract

This quantitative study aims to analyze the effect of Flash Sale Discounts (X_1), User Ratings (X_2), and Free Shipping (X_3) on Purchase Intention (Y) among Shopee users in North Petukangan. Using a sample of 100 respondents and multiple linear regression analysis via SPSS, the equation obtained was: Y = 1.161 + 0.535X_1 + 0.242X_2 + 0.193X_3. The results of the t-test (partial) indicate that all three variables have a significant effect on purchase intention because the calculated t value is greater than the t-table value and the significance value is <0.05. Simultaneously (F test), all variables have a significant effect with an F_count value of 51.477. The Adjusted R Square value of 0.605 indicates that this research variable contributes 60.5% to purchase intention, while the remaining 39.5% is influenced by external factors such as online advertising or brand image. In conclusion, promotions and reputation collectively increase consumer shopping intention