PENGARUH FLASH SALE, ONLINE CUSTOMER REVIEW DAN TAGLINE “FREE SHIPPING” TERHADAP MINAT BELI PADA MARKETPLACE SHOPEE

Technological developments, especially in internet technology, have changed world civilization very quickly, one of which is the interest in buying online shopping, which has led to the emergence of online marketplaces in Indonesia. Flash sale promotions, online customer reviews and the “free shipping” tagline have made Shopee the most popular marketplace platform in Indonesia. Flash sales and free shipping give consumers the impression that the offer is only valid once. This study aims to find out whether flash sales, online customer reviews and the tagline "free shipping" affect purchase intention in Indonesia. This type of research uses quantitative research. The sampling technique is a non-probability sampling technique with 100 respondents. This study uses primary and secondary data sources. Primary data used by distributing questionnaires via google form. The analysis technique used is the classical assumption test, multiple linear regression analysis, hypothesis testing and coefficient of determination test (R2). This analysis was processed using Statistical Product and Service Solution (SPSS) software which had previously been tested through data instrument testing to test validity and reliability. The findings in this study note that flash sales, online customer reviews and the tagline "free shipping" have a positive and significant effect on buying interest on the Shopee marketplace, both partially and simultaneously.

Kata Kunci : Flash Sale, Online Customer Review, Free Shipping, Purchase Interest