The Effect of Promotion Type and Price on Purchase Intention in E-Commerce

Andi Supandi Suaid Koentary

doi:10.14710/jp.25.1.109-122

DOI: https://doi.org/10.14710/jp.25.1.109-122

The Effect of Promotion Type and Price on Purchase Intention in E-Commerce

Andi Supandi Suaid Koentary

Faculty of Psychology, Universitas Indonesia, Indonesia

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Abstract

Buying behavior is shifting from conventional methods to e-commerce, especially in the emerging adulthood age range. Therefore, e-commerce competes in providing promotions and prices with the best deals to expand their market. This study examines the effect of promotion type and price on purchase intention. An experimental study was conducted on participants aged 18-25 years old. Participants was assigned to purchase scenario with promotion type (discount and free shipping) as the within-subjects variable and price (cheap and expensive) as the between-subjects variable. Mixed ANOVA results reveal a significant effect of price on purchase intention (p < .01). Meanwhile, there is no significant effect of promotion type on purchase intention (p = .10). Moreover, there is no interaction between the variables on purchase intention (p = 0.24).

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Keywords: discount; e-commerce; free shipping; price; promotion type; purchase intention

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Section: Articles

Language : EN

In Vol 25, No 1 (2026): April 2026

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