The Effect of Discounts, Free Shipping, and Product Quality on Lifebouy Soap Purchase Decisions in Semarang City Trough E-Commerce Shopee

Abstract

This study aims to determine the effect of discounts, free shipping, and product quality on purchasing decisions for Lifebuoy soap through the Shopee e-commerce platform in Semarang City. The research method used is a quantitative approach with multiple linear regression analysis techniques. Data were collected through questionnaires distributed to 100 respondents who were active Shopee consumers in Semarang City and had purchased Lifebuoy soap. The results showed that the three independent variables, namely discounts, free shipping, and product quality, had a positive and significant effect on purchasing decisions, both partially and simultaneously. The product quality variable is the most dominant factor in influencing purchasing decisions. The adjusted R square value of 0.636 indicates that 63.6% of the variation in purchasing decisions can be explained by these three variables, while the rest is influenced by other factors outside the model. This finding indicates the importance of promotional strategies and product quality consistency in increasing consumer purchasing decisions online.