PENGARUH PROMOSI GRATIS ONGKIR DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN DI TIKTOK SHOP : STUDI KASUS PADA MAHASISWA/I PLJ KAMPUS JAKARTA UTARA

Authors

  • Iftitah Wahdatul Jannah Politeknik LP3I Jakarta
  • Widyatamafajar Politeknik LP3I Jakarta
  • Hendry Eka Sakti Politeknik LP3I Jakarta
  • Isti Nuraini Politeknik LP3I Jakarta
  • Amon Gari Permana Politeknik LP3I Jakarta

Keywords:

Free Shipping Promotion, Consumer Trust, Purchasing Decisions

Abstract

This study analyzes the influence of free shipping promotions and consumer trust on sunscreen purchasing decisions at TikTok Shop by students at the LP3I Jakarta Polytechnic, North Jakarta Campus. This promotion is an effective marketing strategy to attract customers and increase transactions. The study used a quantitative method with a descriptive approach, using questionnaires distributed to 75 students actively shopping at TikTok Shop. The results showed that the free shipping promotion had a positive and significant effect on purchasing decisions, with a regression coefficient of 0.390, a t-value of 8.194, and a significance level <0.001. Consumer trust also had a positive and significant effect on purchasing decisions, with a regression coefficient of 0.342, a t-value of 7.573, and a significance level <0.001. Simultaneously, the free shipping promotion and consumer trust had a significant effect on purchasing decisions, with an F-value of 61.862 and a significance level <0.001. The significant influence of the two independent variables on purchasing decisions is indicated by the coefficient of determination (R²) of 0.632, meaning that 63.2% of the variation in purchasing decisions can be explained by the free shipping promotion and consumer trust, while the remaining 36.8% is influenced by other factors outside this study.

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Published

2025-05-15

Issue

Vol. 7 No. 1 (2025): JURNAL ADMINISTRASI BISNIS INTERNASIONAL (JAMBI), MEI 2025

Section

Jurnal Administrasi Bisnis Internasional

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