PENGARUH STRATEGI DISKON TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA MARKETPLACE SHOPEE: KAJIAN PUSTAKA SISTEMATIS
DOI:
https://doi.org/10.31949/dialogika.v7i2.18515Abstract
Shopee menempati posisi sebagai salah satu platform e-commerce dengan tingkat kunjungan tertinggi di Indonesia, seiring dengan pesatnya perkembangan perdagangan digital yang turut memperketat persaingan antarpenjual dalam menarik serta mempertahankan konsumen. Penelitian ini diarahkan untuk menganalisis pengaruh strategi diskon terhadap keputusan pembelian pengguna marketplace Shopee. Penelitian ini menggunakan pendekatan studi pustaka melalui Systematic Literature Review (SLR) dengan menelaah sepuluh penelitian kuantitatif yang relevan dalam kurun waktu lima tahun terakhir terkait variabel strategi diskon dan keputusan pembelian. Pengolahan data dilakukan melalui teknik analisis isi (content analysis) guna menemukan pola hubungan antarvariabel dari berbagai temuan sebelumnya. Dari hasil sintesis literatur, strategi diskon seperti flash sale dan subsidi gratis ongkir terbukti memberikan pengaruh positif dan signifikan terhadap keputusan pembelian konsumen, yang didorong oleh persepsi penghematan serta faktor psikologis Fear of Missing Out (FOMO). Besaran pengaruh tersebut berada pada rentang 25% hingga 67% berdasarkan berbagai studi. Dengan demikian, strategi diskon terbukti menjadi faktor penting dalam mengubah minat menjadi transaksi, khususnya pada konsumen yang memiliki sensitivitas harga tinggi, dan efektivitasnya akan semakin optimal apabila didukung oleh promosi visual yang menarik, kemudahan pembayaran, serta ulasan produk yang positif.
Keywords:
strategi diskon, keputusan pembelian, shopee, e-commerce, systematic literature reviewDownloads
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