Analisis Perbandingan Strategi Promosi Iklan dan Penjualan Terhadap Keputusan Pembelian Pada Marketplace Shopee dan Tokopedia

Abstract

This study aims to determine and compare advertising promotions and sales promotions applied by Shopee and Tokopedia in each marketplace on consumer purchasing decisions. This study uses quantitative research methods with non-probability sampling techniques and uses purposive sampling in collecting questionnaire data. The results of this study indicate that advertising promotions and sales promotions variables have a significant effect on purchasing decisions in the Shopee and Tokopedia marketplace. However, the comparison between the two variables on purchasing decisions on the Shopee and Tokopedia marketplaces is different. The results of this study indicate that there is no significant difference between Shopee and Tokopedia advertising promotions, then there is a significant difference between Shopee and Tokopedia sales promotions, and there is no significant difference between Shopee and Tokopedia purchasing decisions.