EFFECTS OF TWIN DATE SPECIAL EVENT PROMO, CONTENT MARKETING, AND PRICE PERCEPTION ON ONLINE PURCHASING DECISIONS AT SHOPEE

Abstract

This research aims to examine the influence of Twin Date Special Event Promo, Content Marketing, and Price Perception on online purchase decisions on the Shopee e-commerce platform in Sumbawa Regency. The population of this research is Shopee e-commerce application users in Sumbawa Regency. The sampling technique used was non-probability sampling with purposive sampling method. Data were collected through questionnaires distributed to 190 respondents. The increasing online shopping activity in Indonesia, especially through the Shopee e-commerce platform which often holds special promotions, such as twin date events. This event has become a shopping trend that attracts consumers' attention with various attractive offers, such as big discounts, cashback, and free shipping. In addition, the development of digital marketing strategies such as Content Marketing and competitive price perceptions on Shopee also play a role in shaping consumer purchasing decisions. The results showed that the Twin Date Special Event promo, Content Marketing, and price perception had a positive and significant effect on online purchase decisions on the Shopee e-commerce platform in Sumbawa Regency.