UNLOCKING IMPULSIVE PURCHASING: THE INFLUENCE OF FREE SHIPPING TAGLINES AND ONLINE CUSTOMER REVIEWS ON SHOPEE SHOPPERS
Keywords:
Free Shipping Tagline, Online Customer Review, Impulsive Purchasing
Abstract
This study aims to examine the influence of the "free shipping" tagline and online customer reviews on impulsive purchasing in Shopee e-commerce. The population of this study consists of students from the Management Department, Faculty of Economics and Islamic Business at Universitas Muhammadiyah Kendari, who have shopped on Shopee, with an unknown sample size. The sample for this study consists of 96 respondents. The data collection method used in this study is through questionnaires. This study employs multiple linear regression analysis. The results indicate that: the "free shipping" tagline and online customer reviews have a positive and significant influence on impulsive purchasing in Shopee e-commerce; the "free shipping" tagline has a positive and significant impact on impulsive purchasing in Shopee e-commerce; and online customer reviews have a positive and significant impact on impulsive purchasing in Shopee e-commerce.
Keywords: Free Shipping Tagline; Online Customer Review; Impulsive Purchasing
References
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Kumar, V., & Shah, D. (2021). Impulsive buying in online shopping: A multi-factor analysis. Journal of Marketing Research, 58(1), 47-58. https://doi.org/10.1177/0022243721997316
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Putri, A., & Mahendra, H. (2021). Pengaruh Tagline Gratis Ongkir terhadap Pembelian Impulsif pada Mahasiswa Pengguna Shopee. Jurnal Ekonomi dan Bisnis, 27(1), 90-104. https://doi.org/10.4010/jeb.2021.27105
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Santoso, H., Prasetyo, D., & Wijayanto, R. (2022). The limited influence of online customer reviews on impulsive buying decisions. Marketing and Consumer Research Journal, 7(4), 108-123. https://doi.org/10.14334/mcr.2022.0048
Sharma, P., & Roy, S. (2022). Impulsive Buying in Online Retail: The Role of Promotional Triggers. Journal of Consumer Psychology, 40(5), 702-714. https://doi.org/10.1002/jocp.12340
Susanti, D., & Lestari, F. (2021). Pengaruh Harga dan Promosi terhadap Pembelian Impulsif di E-Commerce. Jurnal Bisnis dan Manajemen, 23(1), 55-68. https://doi.org/10.1234/jbm.2021.23104
Saputri, S., & Nugroho, M. (2023). Pengaruh Ulasan Pelanggan Online terhadap Pembelian Impulsif di E-Commerce. Jurnal Ilmu Manajemen, 32(2), 98-110. https://doi.org/10.1234/jim.2023.32202
Wijaya, A., & Pratiwi, L. (2021). Peran Ulasan Pelanggan dalam Pengambilan Keputusan Pembelian Impulsif di Shopee. Jurnal Pemasaran dan Bisnis Digital, 16(1), 45-58. https://doi.org/10.5645/jpbd.2021.16103
Wijaya, R., Nugroho, S., & Hadi, A. (2023). The role of online reviews and free shipping in shaping impulsive buying behavior: A study of young adults. Journal of Online Retailing, 19(2), 39-51. https://doi.org/10.1080/joor.2023.1123
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2020). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill Education.
Cialdini, R. B. (2021). Influence: The Psychology of Persuasion. HarperBusiness.
Festinger, L. (2021). Cognitive Dissonance: A Theory of Cognitive Selection. Stanford University Press.
Fauziyah, N., Hadi, A., & Rachman, M. (2023). The impact of positive reviews on impulsive buying decisions in e-commerce among students. Journal of Business and Consumer Research, 5(2), 113-126. https://doi.org/10.1234/jbcr.2023.005
Hadi, A., Wijaya, R., & Santoso, D. (2021). The role of customer loyalty in the influence of online customer reviews on impulsive buying decisions. Journal of E-Commerce and Marketing, 14(1), 67-79. https://doi.org/10.5678/jecm.2021.014
Kahneman, D., & Tversky, A. (2020). Prospect Theory: An Analysis of Decision under Risk. Econometrica, 47(2), 263-292. https://doi.org/10.3982/ECTA.2020.1831
Kumar, V., & Shah, D. (2021). Impulsive buying in online shopping: A multi-factor analysis. Journal of Marketing Research, 58(1), 47-58. https://doi.org/10.1177/0022243721997316
Kurniawan, E., & Safitri, D. (2022). Peran Ulasan Pelanggan Online dalam Membentuk Keputusan Pembelian Impulsif di Platform E-Commerce. Jurnal Pemasaran Digital, 18(3), 200-215. https://doi.org/10.5678/jpd.2022.18303
Lestari, S., Wijaya, H., & Nugroho, A. (2023). The effectiveness of free shipping offers on impulsive buying behavior among young consumers. International Journal of Business Studies, 11(3), 85-99. https://doi.org/10.3389/ijbs.2023.0037
Luo, X., Li, H., & Zhang, J. (2021). The Influence of Online Customer Reviews on Consumers’ Purchase Decisions: A Review and Research Agenda. Journal of Electronic Commerce Research, 22(4), 334-347. https://doi.org/10.1016/j.jecr.2021.02.007
Nugroho, S., & Hapsari, D. (2022). The effect of free shipping promotions and customer reviews on impulsive buying decisions: A study of e-commerce platforms. Journal of Consumer Behavior, 25(4), 392-407. https://doi.org/10.1002/cb.1842
Petty, R. E., & Cacioppo, J. T. (2021). The Elaboration Likelihood Model of Persuasion. In J. T. Cacioppo & L. G. Berntson (Eds.), Perspectives on Attitudes and Persuasion (pp. 1-18). Academic Press. https://doi.org/10.1016/B978-0-12-810384-5.00001-5
Putri, A., & Mahendra, H. (2021). Pengaruh Tagline Gratis Ongkir terhadap Pembelian Impulsif pada Mahasiswa Pengguna Shopee. Jurnal Ekonomi dan Bisnis, 27(1), 90-104. https://doi.org/10.4010/jeb.2021.27105
Rachman, M., Fauziyah, N., & Wijaya, R. (2023). The role of emotional reviews in driving impulsive buying in e-commerce platforms. Journal of Consumer Psychology, 31(1), 15-27. https://doi.org/10.1177/1359105322110154
Rahmatika, S., & Wibowo, A. (2022). Pengaruh Promosi Gratis Ongkir terhadap Pembelian Impulsif: Studi Kasus pada Pengguna Shopee yang Berbelanja dengan Diskon. Jurnal Pemasaran Indonesia, 14(2), 112-126. https://doi.org/10.5678/jpi.2022.14205
Rahmawati, D., & Sari, A. (2022). The influence of online customer reviews on impulsive buying in e-commerce platforms. Journal of Digital Marketing, 9(2), 45-59. https://doi.org/10.12876/jdm.2022.009
Rudianto, A., Wijayanto, D., & Santoso, A. (2021). The influence of free shipping and emotional product appeal on impulsive buying decisions. Asian Journal of Marketing, 14(1), 50-63. https://doi.org/10.3758/jam.2021.0141
Sari, M., & Wulandari, D. (2022). The impact of free shipping promotions on consumers' impulsive buying behavior in online shopping. Marketing Science, 18(3), 115-127. https://doi.org/10.1016/j.mar.2022.12.004
Santoso, H., Prasetyo, D., & Wijayanto, R. (2022). The limited influence of online customer reviews on impulsive buying decisions. Marketing and Consumer Research Journal, 7(4), 108-123. https://doi.org/10.14334/mcr.2022.0048
Sharma, P., & Roy, S. (2022). Impulsive Buying in Online Retail: The Role of Promotional Triggers. Journal of Consumer Psychology, 40(5), 702-714. https://doi.org/10.1002/jocp.12340
Susanti, D., & Lestari, F. (2021). Pengaruh Harga dan Promosi terhadap Pembelian Impulsif di E-Commerce. Jurnal Bisnis dan Manajemen, 23(1), 55-68. https://doi.org/10.1234/jbm.2021.23104
Saputri, S., & Nugroho, M. (2023). Pengaruh Ulasan Pelanggan Online terhadap Pembelian Impulsif di E-Commerce. Jurnal Ilmu Manajemen, 32(2), 98-110. https://doi.org/10.1234/jim.2023.32202
Wijaya, A., & Pratiwi, L. (2021). Peran Ulasan Pelanggan dalam Pengambilan Keputusan Pembelian Impulsif di Shopee. Jurnal Pemasaran dan Bisnis Digital, 16(1), 45-58. https://doi.org/10.5645/jpbd.2021.16103
Wijaya, R., Nugroho, S., & Hadi, A. (2023). The role of online reviews and free shipping in shaping impulsive buying behavior: A study of young adults. Journal of Online Retailing, 19(2), 39-51. https://doi.org/10.1080/joor.2023.1123
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2020). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill Education.
