ANALISIS PENGARUH DISCOUNT FRAMING, SCARCITY, DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI PENGGUNA APLIKASI SHOPEE(Studi Kasus Pada Mahasiswa Kota Yogyakarta Sebagai Pengguna Aplikasi Shopee)

Abstract

Abstraksi

Penelitian ini bertujuan untuk menganalisis pengaruh Discount Framing, Scarcity, dan Online Customer Review terhadap minat beli pengguna aplikasi Shopee, dengan fokus pada mahasiswa di Kota Yogyakarta. Kemajuan teknologi digital dan meningkatnya pengguna internet di Indonesia mendorong e-commerce seperti Shopee untuk menerapkan berbagai strategi pemasaran dalam menarik perhatian konsumen. Tiga strategi utama yang diteliti adalah Discount Framing (pembingkaian diskon), Scarcity (kelangkaan), dan Online Cuctomer Revies (ulasan pelanggan secara daring). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 100 responden yang merupakan mahasiswa pengguna aplikasi Shopee di Kota Yogyakarta, yang dipilih melalui teknik purposive sampling. Pengumpulan data dilakukan melalui kuesioner yang disebarkan secara daring. Analisis data dilakukan dengan bantuan SPSS versi 25 melalui uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, dan uji hipotesis. Hasil penelitian menunjukkan bahwa Discount Framing berpengaruh negatif signifikan terhadap minat beli thitung = -3,864; sig. = 0,000, sedangkan Scarcity berpengaruh positif signifikan terhadap minat beli thitung = 5,016; sig. = 0,000. Sementara itu, Online Customer Review tidak berpengaruh signifikan terhadap minat beli thitung = 1,410; sig. = 0,162. Secara simultan, ketiga variabel independen tersebut berpengaruh signifikan terhadap minat beli mahasiswa pada aplikasi Shopee Fhitung = 12,513; sig. = 0,000

Kata Kunci : 

Bingkai diskon, kelangkaan, ulasan pelanggan online, minat beli, Shopee

Abstract

This study aims to analyze the effect of Discount Framing, Scarcity, and Online Customer reviews on purchase intention among Shopee application users, focusing on university students in Yogyakarta City. The advancement of digital technology and the increasing number of internet users in Indonesia have encouraged e-commerce platforms like Shopee to implement various marketing strategies to attract consumer attention. The three main strategies examined in this study are Discount Framing, Scarcity, and Online Customer reviews. This research uses a quantitative approach with a survey method. The research sample consists of 100 respondents who are university students and Shopee users in Yogyakarta City, selected through purposive sampling. Data were collected through Online questionnaires. Data analysis was performed using SPSS version 25 through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results of the study show that Discount Framing has a significant negative effect on purchase intention tvalue = -3.864; sig. = 0.000, while Scarcity has a significant positive effect on purchase intention tvalue = 5.016; sig. = 0.000. Meanwhile, Online Customer Review does not have a significant effect on purchase intention tvalue = 1.410; sig. = 0.162. Simultaneously, the three independent variables have a significant effect on students purchase intention on the Shopee application Fvalue = 12.513; sig. = 0.000.

Keywords : 

discount framing, scarcity, online customer review, purchase intention, Shopee