Pengaruh Promosi Digital Dan Tanggal Cantik Terhadap Keputusan Pembelian Pengguna E-Commerce Shopee Di Kota Bekasi

The Influence of Digital Promotions and Beautiful Dates on Shopee E-Commerce Users' Purchase Decisions in Bekasi City

Abstract

The growth of e-commerce in Indonesia has prompted Shopee to leverage digital promotions and the Beautiful Date program to enhance consumers' purchase decisions. However, the individual effects of each strategy and their combined effect on purchase decisions of users in Bekasi City still need empirical verification. This study aims to analyze the influence of digital promotions and the Beautiful Date program on Shopee users' purchase decisions in Bekasi City, both partially and simultaneously. The study uses a quantitative approach with purposive sampling yielding 96 respondents. Data were collected via questionnaires and analyzed using SPSS version 27 with multiple linear regression analysis, t-tests, F-test, and coefficient of determination. The results show that digital promotions and the Beautiful Date program each have a positive and significant partial effect on purchase decisions. Simultaneously, the two variables also have a positive and significant effect, with an F value of 94.515 and significance of 0.001. The Adjusted R Square of 0.663 indicates that the two variables explain 66.3% of the variation in Shopee users' purchase decisions in Bekasi City.