The Effect of Discount Price on Purchasing Intentions Through Consumer’s Perceived Risk in the Flash Sale Program at Shopee

Abstract

This study was aimed at explaining the effect of discount price on purchase intention and consumer's perceived risk as mediator. This study was using Explanatory Research and Quantitative approaches. The variables of this study were discounted price, purchase intention, and consumer's perceived risk. The population in this study was Shopee user who is aware of the flash sale program and has the intention to buy. Incidental sampling is used to determine the sample with 250 respondents that had been counted with infinite population formula. Furthermore, the researcher used online questionnaire as the data instrument. Meanwhile, path analysis and descriptive analysis were used as the data analysis technique to find out (1) discount price, customer perceived risk, and purchase intention on Shopee flash sale program, (2) Direct effect of discount price on consumer's perceived risk, (3) direct and indirect effect of discount price on purchase intention, (4) direct effect of consumer's perceived risk on purchase intention.

Factors Influencing The Total Sales of Fruits and Vegetables on Digital Platforms

“…Marketplaces compete by doing different promos and advertisements to get sympathy and interest from buyers (Witro et al 2021). Discounted prices positively and significantly affect consumers' purchase intentions in the flash sale program at Shopee (Prasetyo et al 2019). Free delivery promotions encourage consumers to buy products whose quality cannot be easily judged by previous consumers by providing a risk premium and increasing consumer influence (Shehu et al 2020).…”

Efektivitas Potongan Harga saat Festival Belanja Online 10.10 dan 11.11 di Toko Shopee @Bintang.lima_online

“…Selain itu, pemberian potongan harga juga efektif mengurangi hambatan psikologis yang mungkin dihadapi konsumen untuk melakukan pembelian. Semakin tinggi potongan harga yang diberikan maka konsumen akan semakin tertarik untuk melakukan transaksi pembelian (Prasetyo, Zen, & Sopiah, 2020). Menurut Faesol (2013), promosi penjualan dalam bentuk diskon memiliki efektivitas dalam memengaruhi niat dan keputusan pembelian.…”

Pengaruh Lokasi Dan Price Discount Terhadap Keputusan Pembelian Pada CV. Super Com

“…Salah satu upaya yang dilakukan oleh perusahaan dalam mencapai target penjualan yaitu dengan memberikan Price Discount kepada para konsumen setianya. Ketika Price Discount ini dilakukan dan diberikan kepada (Chen-Yu, 2018) (Prasetyo, 2020) (Nalendra, 2021) yang menyatakan price discount berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini menunjukkan bahwa ketika price discount ditingkatkan maka akan berdampak kepada meningkatnya keputusan pembelian konsumen.…”