The Impact of Digital Promotions and Ease of Transactions on Purchasing Decisions on the Shopee Marketplace in 2025

Abstract

The purpose of our study is to analyze the influence of digital promotions and ease of transactions on purchasing decisions on the Shopee platform. This study employs a quantitative approach using purposive sampling to survey 107 Shopee users. Data were collected via a questionnaire and analyzed using SPSS version 25, including validity, reliability, and normality tests, as well as t-tests and F-tests. Study results show that digital promotions have a positive and significant impact on purchasing choices, with a significance level of 0.000 and a t-value of 5.544. Easy transactions also positively and significantly influence purchasing decisions, with a significance level of 0.001 and a t-value of 3.396. Concurrently, digital promotions and easy transactions have a positive and significant influence on purchasing decisions, with an F-statistic of 50.403 and a significance level of 0.000. The research findings show that the more effective digital promotions are and the easier the transaction process provided, the higher consumers’ purchasing decisions will be on the Shopee marketplace in 2025.