PENGARUH FLASH SALE, SISTEM PEMBAYARAN CASH ON DELIVERY (COD) DAN TAGLINE “GRATIS ONGKIR” TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE (STUDI KASUS DI JABAR)

This study was conducted to test the effect of Flash Sale, Cash on delivery (COD) and the Tagline "Free Postage" on purchasing decisions in Shopee. This type of research is quantitative with a descriptive associative approach. The population in this study are the people of West Java who use the Shopee application. Sampling techniques used using the Slovin formula. The analysis method in this study is multiple linear regression analysis. This research was conducted to test the influence of Flash Sale, Cash on delivery (COD) and the Tagline "Free Delivery" on purchasing decisions at Shopee with a case study of West Javanese people who use the Shopee application. The sample in this study amounted to 158 respondents obtained from purposive sampling criteria. This research method uses a survey method which is provided by distributing questionnaires. This type of research is quantitative with a descriptive approach. Data analysis was processed using Statistical Product and Service Solution (SPSS) software version 25, namely validity test, reliability test, classical assumption test and multiple linear regression test. The results of this research partially show that Flash Sale has no effect and is not significant on purchasing decisions with a calculated t value of 1.783 < t table 1.975. The significance value obtained was 0.077>0.05. Partially, Cash on delivery has a significant effect on purchasing decisions with a calculated t value of 5,092 > t table 1.975. The significance value obtained is 0.000 <0.05. Partially, the Tagline "Free Shipping" has a significant effect on purchasing decisions with a calculated t value of 4,147> t table 1.975. The significance value obtained is 0.000 <0.05. Simultaneously, Flash Sale, Cash on delivery and the Tagline "Free Shipping" influence purchasing decisions with a calculated f value of 39,128 > f table 2.66, the significance value obtained is 0.000 < 0.05.

Keywords: Flash Sale, Cash on delivery (COD), Tagline "Free Shipping", Purchase Decision