The Influence of Promotions and Ease of Shopping on E-Commerce Application Customers | [Pakistan Journal of Life and Social Sciences • 2025]

Author(s):

1. Najwa Najwa: Department of Business Administration, Telkom University

2. Mahir Pradana: Department of Business Administration, Telkom University

Abstract:

In the modern digital era, Shopee has emerged as a popular e-commerce application for online shopping in Indonesia. Therefore, understanding the factors that impact customers' decisions to use the Shopee Application is crucial. This study aimed to examine the influence of promotions and ease of shopping on customers' decisions regarding the Shopee Application. The findings indicate that promotions have a positive and significant effect on customers' decisions to use the Shopee Application. This suggests that Shopee's promotional activities, such as discounts, vouchers, and loyalty programs, play a role in influencing customers to select the Shopee Application as their preferred online shopping platform. Additionally, ease of shopping has a positive and significant impact on customers' decisions. Factors such as an intuitive user interface, seamless payment processes, and efficient and reliable delivery services are crucial in influencing customers' decisions to use the Shopee Application. Based on these findings, it is recommended that Shopee continues to improve its promotional strategies to attract and retain customers. Additionally, the company should focus on enhancing features that contribute to the ease of shopping for users of the Shopee Application. This research has important implications for ecommerce companies seeking to develop effective marketing strategies and understand customer needs and preferences within the context of online shopping applications like Shopee.

Page(s): 1919-1928

DOI: 10.57239/PJLSS-2025-23.1.00148

Published: Journal: Pakistan Journal of Life and Social Sciences, Volume: 23, Issue: 1, Year: 2025

Keywords:

Shopee ECommerce Application Online Shopping Promotions

References:

[1] Akram U.,Junaid M.,Zafar A. U.,Li Z.,Fan M. .2021 .Online purchase intention in Chinese social commerce platforms: Being emotional or rational?. Journal of Retailing and Consumer Services, 63 : 102669.

[2] Alfikry A.,Akbar A. .2023 .(Vol. In International Conference on Mathematical and Statistical Physics, Computational Science, Education and Communication (ICMSCE, 12936 : 418-429.

[3] Bentler P.M. .1995 .. EQS Structural Equations Program Manual, : .

[4] Best W.J.,Seger R.E. .1989 .Distribution synergies: easy to see. Mergers and Acquisitions, 24(2) : 48-53.

[5] Farida D. A.,Wardhana A.,Kumalasari A. D.,Wijaksana T. I.,Pradana M.,Renaldi R. .2021 .The Influence of Service Quality and Consumer Trust on Consumer Loyalty of Sociolla. In Proceedings of the International Conference on Industrial Engineering and Operations Management, : 854-859.

[6] Hasbi I.,Pradana M.,Saragih A. L. P. .2021 .. Literacy Of Organizational Culture'S Effects On Work Performance. Academy of Strategic Management Journal, 20(1) : 1-6.

[7] Hendrayati H.,Atrisia M. I.,Disman S. .2019 .The Innovation of Digital Dockless Bike-Sharing for City's Air Quality as Sustainable Transportation. J. Eng. Sci. Technol, 14 : 557-568.

[8] Islami R. B.,Wardhana A.,Pradana M. .2019 .The Influence of Social Media Influencer and Product Quality on Purchase Decisions (Case Study on Promotion of Hand & Body Lotion Scarlett Whitening in Instagram). In Proceedings of the International Conference on Industrial Engineering and Operations Management, : 560-567.

[9] Kartawinata B. R.,Wijayangka C.,Akbar A.,Hendiarto R. S. .2021 .The influence of lifestyle and financial behavior on personal financial management for the millennia generation (Study on college students in Bandung city, Indonesia). In Proceedings of the International Conference on Industrial Engineering and Operations Management, : 2957-2965.

[10] Li L.,Zhang J. .2021 .Research and analysis of an enterprise E-commerce marketing system under the big data environment. Journal of Organizational and End User Computing (JOEUC), 33(6) : 1-19.

[11] Lim Y. S.,Rubiyanti N.,Ng T. H.,Widodo A.,Zhee L. Y.,Silvianita A. .2024 .Social Media Marketing for Micro-enterprises in Malaysia: Branding for the Future?. In Islamic Finance: New Trends in Law and Regulation, : 567-577.

[12] Lu B.,Chen Z. .2021 .Live streaming commerce and consumers' purchase intention: An uncertainty reduction perspective. Information & Management, 58(7) : 103509.

[13] Nugraha D. W.,Ismail H.,Wardhana A.,Wijaksana T. I.,Yunani A. .2023 .(Vol. In International Conference on Mathematical and Statistical Physics, Computational Science, Education and Communication (ICMSCE, 12936 : 257-264.

[14] Permatasari R.,Fakhri M.,Silvianita A.,Wardhana A.,Moeliono N. .2021 .The Effect Of Job Stress Occupational Safety and Health Toward The Quality Of Employee Life In Central Cimahi Post Offices. In Proceedings of the International Conference on Industrial Engineering and Operations Management, : 5666-5673.

[15] Rubiyanti N.,Sujak A. F. A.,Madiawati P. N.,Nurutami F. .2023 .Perceived Usefulness: A Bibliometric Visualization. In 2023 International Conference on Digital Business and Technology Management (ICONDBTM), : 1-6.

[16] Wardhana A.,Pradana M.,Kartawinata B. R.,Mas-Machuca M.,Pratomo T. P.,Mihardjo L. W. W. .2022 .A twitter social media analytics approach on Indonesian digital wallet service. In 2022 International Conference Advancement in Data Science, E-learning and Information Systems (ICADEIS), : 01-05.

[17] Yuliarni N.,Hurriyati R.,Disman D.,Hendrayati H.,Warlina L. .2023 .Marketing strategy of ecotourism in Uzbekistan and Indonesia. Journal of Eastern European and Central Asian Research (JEECAR), 10(4) : 638-649.

[18] Zahra S.,Silvianita A.,Pradana M.,Utami F. N. .2021 .Analysis of factors Affecting work motivation of teachers at State Private Vocational school 08 Kab Sleman. In Proceedings of the International Conference on Industrial Engineering and Operations Management, : 5-8.

Citations

Downloads

Views