The Effect of Free Shipping on Student Purchase Interest in Karawang on the Shopee Application
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Abstract
This study aims to analyze the effect of free shipping promotions on the purchase intention of students in Karawang on the Shopee application. Students, as part of the younger generation, are one of the active e-commerce user groups who have a fairly high level of sensitivity to prices, including shipping costs in online transactions. This study uses a quantitative approach with a survey method through the distribution of online questionnaires to 100 active student respondents in Karawang who have used the free shipping promotion feature on the Shopee application. The collected data were analyzed using simple linear regression with the help of the SPSS application to determine the relationship and effect of free shipping promotions on purchase intention. The results show that free shipping promotions have a positive and significant effect on student purchase intention. This finding suggests that providing incentives in the form of free shipping costs can increase student interest in making purchases through Shopee. Thus, free shipping promotions can be an effective marketing strategy in increasing student consumer purchase intention.
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