THE INFLUENCE OF DIGITAL MARKETING AND PRICE ON CONSUMER PURCHASE DECISIONS IN THE E COMMERCE ERA: A CASE STUDY ON SHOPEE

Abstract

The rapid development of information and communication technology has transformed business practices and accelerated the growth of e‑commerce platforms in Indonesia, supported by the increasing penetration of the internet and smartphones among consumers. Shopee has emerged as one of the leading platforms by implementing intensive digital marketing strategies and offering competitive prices, which together are expected to shape consumer purchase decisions. This study aims to analyze the influence of digital marketing and price on consumer purchase decisions on the Shopee platform. The research adopts a quantitative, deductive approach with a survey strategy, targeting active Shopee users in Indonesia who have made at least one purchase within the last three months. The population is treated as infinite, and a minimum sample size of 100 respondents is determined using Slovin’s formula with a 10% margin of error, while the targeted sample ranges from 150 to 200 respondents to increase statistical accuracy and anticipate incomplete data. Data are collected through an online questionnaire distributed via social media channels such as WhatsApp and Instagram, using a five‑point Likert scale to measure three constructs: digital marketing, price, and consumer purchase decisions. Operationalization of variables includes indicators related to social media exposure, promotional notifications, search visibility, price affordability, discount attractiveness, and post‑purchase behaviors such as repeat purchases and product reviews. Prior studies have shown that digital marketing and price significantly affect online purchase decisions, with digital marketing frequently identified as a more dominant driver of consumer attention, while price strongly influences the final choice among similar products. In line with this literature, the present study proposes three hypotheses: that digital marketing positively influences purchase decisions, that price positively influences purchase decisions, and that both variables jointly exert a positive effect on purchase decisions on Shopee. The data analysis plan includes validity and reliability testing of the instrument, classical assumption tests, and multiple linear regression using SPSS to evaluate partial and simultaneous effects. The findings are expected to provide theoretical contributions to marketing management, particularly in consumer behavior and digital marketing, and practical implications for Shopee merchants in designing more effective digital campaigns and pricing strategies to enhance sales and customer satisfaction.​