PENGARUH DISKON FLASH SALE DAN RATING TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA FAKULTAS EKONOMI DAN BISNIS PADA MARKETPLACE SHOPEE
DOI:
https://doi.org/10.51878/cendekia.v6i4.14931Keywords:
Diskon Flash Sale, Rating, Keputusan PembelianAbstract
ABSTRACT
Consumer purchasing decisions on the Shopee marketplace are influenced by various marketing stimuli, including flash sale discounts and product ratings. This study aimed to examine the partial and simultaneous effects of flash sale discounts and ratings on the purchasing decisions of students majoring in Economic Education at the Faculty of Economics and Business, Universitas Negeri Manado, on the Shopee marketplace. This study employed a quantitative approach with a survey design. The population consisted of 50 Economic Education students from the 2022 cohort, with a sample of 44 respondents determined using the Slovin formula at a 5% margin of error and selected through simple random sampling. Data were collected using a five-point Likert-scale questionnaire that had met validity and reliability requirements and were analyzed using multiple linear regression with SPSS. The results showed that flash sale discounts significantly affected purchasing decisions, with a t-value of 10.453 > t-table value of 2.019, while ratings also had a significant effect, with a t-value of 4.059 > t-table value of 2.019. Simultaneously, both variables had a significant effect, with an F-value of 317.026 > F-table value of 3.23 and an Adjusted R² of 0.936, indicating that 93.6% of the variation in purchasing decisions was explained by the research model. These findings indicate that the combination of flash sale discounts and product ratings can support increased purchasing decisions among students on the Shopee marketplace.
ABSTRAK
Keputusan pembelian konsumen pada marketplace Shopee dipengaruhi oleh berbagai stimulus pemasaran, termasuk diskon flash sale dan rating produk. Penelitian ini bertujuan menguji pengaruh diskon flash sale dan rating secara parsial maupun simultan terhadap keputusan pembelian mahasiswa Jurusan Pendidikan Ekonomi Fakultas Ekonomi dan Bisnis Universitas Negeri Manado pada marketplace Shopee. Penelitian menggunakan pendekatan kuantitatif dengan desain survei. Populasi penelitian berjumlah 50 mahasiswa Jurusan Pendidikan Ekonomi angkatan 2022, dengan sampel 44 responden yang ditentukan menggunakan rumus Slovin pada taraf kesalahan 5% dan dipilih melalui teknik simple random sampling. Data dikumpulkan melalui kuesioner berskala Likert yang telah memenuhi uji validitas dan reliabilitas, kemudian dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa diskon flash sale berpengaruh signifikan terhadap keputusan pembelian dengan nilai t hitung 10,453 > t tabel 2,019, sedangkan rating berpengaruh signifikan dengan nilai t hitung 4,059 > t tabel 2,019. Secara simultan, kedua variabel berpengaruh signifikan dengan nilai F hitung 317,026 > F tabel 3,23 dan Adjusted R² sebesar 0,936, yang menunjukkan bahwa 93,6% variasi keputusan pembelian dijelaskan oleh model penelitian. Temuan ini menunjukkan bahwa kombinasi diskon flash sale dan rating dapat mendukung peningkatan keputusan pembelian mahasiswa pada marketplace Shopee. penting dalam membentuk keputusan pembelian mahasiswa pada marketplace Shopee.
Downloads
References
Abror, M. (2023). The effect of hedonic shopping value and impulsive buying on flash sale. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 22(1), 42-56. https://ejournal.undip.ac.id/index.php/jspi/article/view/50007
Adnan, Abubakar, R., Heriyana, & Nur, A. A. (2024). The influence of online customer ratings, online customer reviews, and price perceptions on purchasing decisions in Shopee e-commerce (study on FEB Management students Universitas Malikussaleh). International Journal of Social Science, Educational, Economics, Agriculture Research and Technology, 3(10). https://doi.org/10.54443/ijset.v3i10.551
Alvin, M. I., Harini, C., Jalantina, D. I. K., & Rahmayuna, N. (2026). Pengaruh flash sale dan live streaming terhadap decision to buy produk di Shopee Indonesia. Jurnal Dinamika Ekonomi Rakyat, 5(1).https://ejournal.uksw.edu/dekat/article/view/18320
Andriansyah, & Hajati, D. I. (2025). Analisis pengaruh price, discount dan free shipping terhadap purchase decision kaum Gen Z Kotabaru pada marketplace Shopee. Jurnal Bisnis dan Pembangunan, 14(2), 109–118. https://journalmab.ulm.ac.id/index.php/jbp/article/view/85
Anggelina Liberty, G., & Untung Utama, N. (2024). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian melalui marketplace Shopee pada mahasiswa Prodi Manajemen FEB Universitas Panca Bhakti Pontianak. Jurnal Equilibrium Manajemen Fakultas Ekonomi Universitas Panca Bhakti, 10(2), 75–85. https://jurnal.upb.ac.id/index.php/equalibrium/article/view/509
Berry, S. (2024). Consumer lying in online reviews: recent evidence. arXiv preprint arXiv:2405.12743. https://doi.org/10.48550/arXiv.2405.12743
Das, D. (2022). Measurement of Trustworthiness of the Online Reviews. arXiv preprint arXiv:2210.00815. https://doi.org/10.48550/arXiv.2210.00815
Febria, M. F., Setiawan, F., & Sulaeman, E. (2022). Pengaruh Promo Gratis Ongkos Kirim Dan Online Customer Rating Terhadap Keputusan Pembelian Produk Fashion (Studi Pada Pengguna Marketplace Shopee Di Indonesia). Jurnal Pendidikan Dan Konseling (JPDK), 4(6), 12703–12711. https://doi.org/10.31004/jpdk.v4i6.10605
Hokil, V., Pakiding, D. L., & Bubun, U. U. (2025). Pengaruh Flash Sale E-Commerce Shopee Terhadap Keputusan Pembelian. Jurnal Ilmu Ekonomi, Manajemen Dan Bisnis, 3(2), 96–109. https://doi.org/10.30787/jiembi.v3i2.2116
Husniyyah, T., Pantjolo, D. S. W., & Pitoyo, B. S. (2024). Pengaruh Diskon, Flash Sale, dan Live Shopping terhadap Keputusan Pembelian pada Brand The Originote di Shopee (Studi pada Mahasiswa Prodi Manajemen Angkatan 2020 Universitas Bhayangkara Jakarta Raya). JURNAL ECONOMINA, 3(2), 314–328. https://doi.org/10.55681/economina.v3i2.1203
Hutagalung, H., & Anggraini, G. (2024). Pengaruh Flash Sale Dan Promo Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada E-Commerce Shopee: Studi Kasus Pada Mahasiswa STIE Bina Karya Tebing Tinggi. Digital Business Progress, 3(1), 1–14. https://doi.org/10.70021/dbp.v3i1.162
Isnaeini, M. H., Hasanah, H., & Fajrin, V. (2024). Evaluasi rating dan online customer review terhadap keputusan pembelian pengguna Shopee. Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce, 3(3), 350-370. https://doi.org/10.30640/digital.v3i3.3232
Kadis, T. S., & Siregar, S. (2024). Pengaruh Flash Sale dan Sistem Pembayaran Cash on Delivery (COD) terhadap Keputusan Pembelian pada Pengikut Akun Sosial Media TikTok Shopee Indonesia. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(3), 1381–1390. https://doi.org/10.47467/elmal.v5i3.709
Kontalexi, M., Gelastopoulos, A., & Analytis, P. P. (2025, May). Social influence distorts ratings in online interfaces. In Companion proceedings of the ACM on web conference 2025, 1086-1090. https://doi.org/10.1145/3701716.3715592
Lema, D. J. S., Mesakh, A. B., & Kasim, A. (2025). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian pada e-commerce Shopee: Studi pada mahasiswa Prodi Administrasi Bisnis Universitas Nusa Cendana. E-BISNIS: Jurnal Ilmiah Ekonomi dan Bisnis, 18(1). https://doi.org/10.51903/e-bisnis.v18i1.2382
Malafitri, N., Sujarwo, M., & Murdiati, S. (2022). Analisis Pengaruh Flash Sale, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian. Konsentrasi: Jurnal Manajemen Dan Bisnis, 3(1), 21–34. https://doi.org/10.24905/konsentrasi.v3i1.32
Maulana, M. R. (2024). Pengaruh online customer rating dan online customer review terhadap keputusan pembelian pada e-commerce Shopee. Jurnal Imagine, 4(2), 93-103. https://doi.org/10.35886/4ehrxe88
Muzumdar, P. (2021). Impact of review valence and perceived uncertainty on purchase of time-constrained and discounted search goods. arXiv preprint arXiv:2110.09313.
https://doi.org/10.48550/arXiv.2110.09313
Nurfatria, R. A., Ramadhan, H., Rifqi, M., Setiawan, A., & Misbak. (2024). The influence of live streaming on flash sale and its impact on impulse buying of Shopee e-commerce users in Indonesia. Athena: Journal of Social, Culture and Society, 2(2), 357–363. https://doi.org/10.58905/athena.v2i2.288
Ramadhani, D., & Perdhana, M. S. (2025). Analysis of the influence of influencer marketing, brand image, customer review, and price discount on e-commerce Shopee purchase decision. Diponegoro Journal of Management, 14(4), 977–993. https://ejournal3.undip.ac.id/index.php/djom/article/view/57620/0
Subhan, S., Baharuddin, A., & Halim, D. (2025). The effect of price discount on purchase decision of marketplace Shopee in Business Administration Faculty of Social and Legal Science State University of Makassar college students. Jurnal Administrasi Bisnis, 4(2). https://doi.org/10.26858/jab.v4i2.76165
Wulandari, R., Ramahdan, G., Harahap, N. A., & Adila, Z. (2025). Pengaruh Price Discount Terhadap Keputusan Pembelian di E-Commerce Shopee Dengan Impulsive Buying Behavior Sebagai Variabel Moderating (Studi: Pengguna E-Commerce Shopee Kab. Merangin). Balance: Jurnal Akuntansi Dan Manajemen, 4(2), 1265–1275. https://doi.org/10.59086/jam.v4i2.990
