THE EFFECT OF LIVE SHOPPING PROMOTIONS AND FREE SHIPPING ON PURCHASE DECISIONS THROUGH THE SHOPEE PLATFORM

The purpose of this study is to test how much the Influence of Live Shopping Promotion and Free Shipping on the Purchase Decision of Deenay Store Consumers through the Shopee Platform. The problem raised is the phenomenon of a 25% decline in sales on the Shopee Shopee platform which has occurred since 2021. This research method uses a quantitative method with multiple linear regression analysis to analyze the relationship between live shopping promotion and free shipping and consumer purchase decisions. Data was collected through a survey involving 107 active consumers of deenay stores through the Shopee platform which offers both types of promotions. The results of the study show that live shopping and free shipping have a significant positive influence on purchase decisions at deenay stores. These findings indicate that live shopping promotions and free shipping can improve consumers' purchasing decisions and encourage them to make purchases. The results of this study provide recommendations for e-commerce players to take advantage of these two types of promotions as an effective strategy in increasing sales in the midst of increasingly fierce competition