THE INFLUENCE OF EVENTS, ADVERTISING, AND SALES PROMOTIONS ON PURCHASE DECISIONS FOR SHOPEE PRODUCTS

Ardiprawiro
International Journal Management and Economic (IJM... 📅 2026 Vol 5, No 2 🔗 DOI: 10.56127/ijme.v5i2.2821
Abstract
This study examines the influence of e-marketing strategies, specifically events, advertising, and sales promotion, on consumer purchase decisions for Shopee products. A quantitative approach was employed using primary data collected from 105 respondents through a structured questionnaire, with sampling conducted via probability sampling. Data analysis included validity, reliability, normality, multicollinearity, heteroscedasticity tests, multiple linear regression, coefficient of determination, F-test, and t-test using SPSS version 29. The results reveal that the event variable does not have a direct significant effect on purchase decisions, whereas both advertising and sales promotion exhibit a direct and positive influence. Among the three, sales promotion is the most dominant factor affecting purchase decisions. These findings underscore the importance of prioritizing advertising and promotional strategies in e-commerce marketing to enhance consumer purchasing behavior.
Keywords
e-marketing; Event Marketing; Advertising; Sales Promotion; Purchase Decision; Shopee; Consumer Behavior; Quantitative Study; Indonesia
How to Cite

Ardiprawiro (2026). THE INFLUENCE OF EVENTS, ADVERTISING, AND SALES PROMOTIONS ON PURCHASE DECISIONS FOR SHOPEE PRODUCTS. International Journal Management and Economic (IJME), 5(2). https://doi.org/10.56127/ijme.v5i2.2821

Ardiprawiro, "THE INFLUENCE OF EVENTS, ADVERTISING, AND SALES PROMOTIONS ON PURCHASE DECISIONS FOR SHOPEE PRODUCTS," International Journal Management and Economic (IJME), vol. 5, no. 2, 2026.

Ardiprawiro. "THE INFLUENCE OF EVENTS, ADVERTISING, AND SALES PROMOTIONS ON PURCHASE DECISIONS FOR SHOPEE PRODUCTS." International Journal Management and Economic (IJME), vol. 5, no. 2, 2026.

Ardiprawiro. "THE INFLUENCE OF EVENTS, ADVERTISING, AND SALES PROMOTIONS ON PURCHASE DECISIONS FOR SHOPEE PRODUCTS." International Journal Management and Economic (IJME) 5, no. 2 (2026).

Ardiprawiro (2026) 'THE INFLUENCE OF EVENTS, ADVERTISING, AND SALES PROMOTIONS ON PURCHASE DECISIONS FOR SHOPEE PRODUCTS', International Journal Management and Economic (IJME), 5(2). doi: 10.56127/ijme.v5i2.2821.

Ardiprawiro. THE INFLUENCE OF EVENTS, ADVERTISING, AND SALES PROMOTIONS ON PURCHASE DECISIONS FOR SHOPEE PRODUCTS. International Journal Management and Economic (IJME). 2026;5(2).

Artikel Terkait

FINANCIAL PERFORMANCE ANALYSIS BEFORE AND AFTER THE INITIAL PUBLIC OFFERING (IPO) AT PT DAYA CIPTA INTEGRASI INDONESIA TBK (DCII) FOR THE PERIOD 2020-2024

Khadijah, Eva ; Amar Khadafi

ENTERPRISE RESOURCE PLANNING SYSTEM (ERP) ON COMPANY ERAJAYA BEAUTY & WELLNESS

Agus Sulaksono; Hadir Hudiyanto; Haryono; Julius Nursyamsi

THE ROLE OF POSITIVE EMOTIONS AS A MEDIATION BETWEEN LIVE STREAMING AND FLASH SALES ON IMPULSE BUYING IN TIKTOK SHOP

Supiani; Asih Mauizah

EXAMINING THE EFFECT OF AUDIT RISK, OPERATIONAL COMPLEXITY, AND INTERNAL CONTROL SYSTEMS ON AUDIT QUALITY

Sigit Sukmono

PREDICTING BANKRUPTCY IN INDONESIA'S AIRLINE SECTOR: A ZMIJEWSKI MODEL ANALYSIS

Sri Wahyu Handayani; Abednego Priyatama

THE INFLUENCE OF PRICE, CO-BRANDING, AND VIRAL MARKETING ON THE PURCHASE DECISION FOR HMNS X TSANA RINTIK SEDU PERFUME

Widya Adesti Sriningsih; Lia Julaeha
Tren Sitasi Jurnal