Pengaruh Product Bundling dan Gratis Ongkir terhadap Keputusan Pembelian pada marketplace Shopee (studi pada skincare Skintific)

Wijaya, Sherly Anggreani Johan (2024) Pengaruh Product Bundling dan Gratis Ongkir terhadap Keputusan Pembelian pada marketplace Shopee (studi pada skincare Skintific). Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to determine the effect of product bundling (X1) and free shipping (X2) on purchasing decisions (Y) on the Shopee marketplace (study on Skintific skincare). This research uses a quantitative approach. The population in this research is all customers in Indonesia who have purchased product bundling on the Shopee marketplace. The sample in this research was 100 respondents using the non-probability sampling method. The data collection technique used was multiple linear regression analysis techniques using a Likert scale questionnaire instrument. The type of data used in this research is primary data. Data analysis techniques use t test, validity test, reliability test, classical assumption test, multiple linear regression analysis. The results of this research show that the Product Bundling variable (X1) has a positive and significant effect on Purchasing Decisions (Y) on the Shopee marketplace (study on Skintific skincare). Meanwhile, the Free Shipping variable (X2) does not have a positive and significant effect on Purchase Decisions (Y) on the Shopee marketplace (study on Skintific skincare). Keywords: Product Bundling, Free Shipping, Purchase Decision

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