PENGARUH PROMOSI PENJUALAN TERHADAP MINAT BELI KONSUMEN DI E-COMMERCE LAZADA
DOI:
https://doi.org/10.54314/jssr.v8i4.4618Abstract
Abstract: This study examines the effect of sales promotion on consumer purchase intention in Lazada e-commerce. A quantitative method was applied with a questionnaire to 100 active users in Medan. Data were analyzed using simple linear regression. Results indicate that sales promotion—including discounts, vouchers, and cashback—has a positive and significant impact on purchase intention (β = 0.686; p < 0.05). The regression equation shows every unit increase in promotion raises purchase intention by 0.423. Effective promotional strategies are therefore essential to boost online sales and consumer engagement.
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Keywords: sales promotion; purchase intention; e-commerce; Lazada; marketing strategy
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Abstrak: Penelitian ini menganalisis pengaruh promosi penjualan terhadap minat beli konsumen pada platform e-commerce Lazada. Metode kuantitatif digunakan dengan penyebaran kuesioner kepada 100 pengguna aktif di Medan dan dianalisis menggunakan regresi linear sederhana. Hasil menunjukkan promosi penjualan—diskon, voucher, dan cashback—berpengaruh positif serta signifikan terhadap minat beli (β = 0,686; p < 0,05). Persamaan menegaskan bahwa peningkatan promosi meningkatkan minat beli. Temuan ini menekankan pentingnya strategi promosi efektif untuk mendorong penjualan dan keterlibatan konsumen.
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Kata kunci: promosi penjualan; minat beli; e-commerce; Lazada; strategi pemasaran
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References
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