1Faculty of Psychology, Universitas Indonesia Depok I Indonesia, Indonesia
2Faculty of Psychology and Neuroscience, Maastricht University I Netherlands, Netherlands
BibTex Citation Data :
@article{JP72142, author = {Andi Koentary and Salsabila Ghazani and Nurul Arbiyah}, title = {The effect of promotion type and price on purchase intention in e-commerce}, journal = {Jurnal Psikologi}, volume = {25}, number = {1}, year = {2026}, keywords = {discount; e-commerce; free shipping; price; promotion type; purchase intention}, abstract = { Background : Online shopping via e-commerce is rapidly increasing, particularly among emerging adults, with sellers competing through pricing and promotions. Purpose : This study examines the effects of price and promotion type on purchase intention. Method : Using a mixed experimental design, 115 e-commerce users aged 18–25 who had shopped in the past month were randomly assigned to price conditions (cheap: n = 58; expensive: n = 57). Each participant received two promotion types (discounts and free shipping), with order counterbalanced. Findings : Mixed ANOVA results showed a significant effect of price on purchase intention (F(1,113) = 11.16, p < .01, η² = .070). However, promotion type had no significant effect (F(1,113) = 2.72, p = .104, η² = .004), and no interaction effect between price and promotion type was found (F(1,113) = 1.39, p = .241, η² = .002). Implication : These findings suggest that pricing plays a more influential role than promotional type in shaping purchase intention, providing practical insights for sellers in designing effective e-commerce strategies. }, issn = {2302-1098}, pages = {109--122} doi = {10.14710/jp.25.1.109-122}, url = {https://ejournal.undip.ac.id/index.php/psikologi/article/view/72142} }
Refworks Citation Data :
Background: Online shopping via e-commerce is rapidly increasing, particularly among emerging adults, with sellers competing through pricing and promotions.
Purpose: This study examines the effects of price and promotion type on purchase intention.
Method: Using a mixed experimental design, 115 e-commerce users aged 18–25 who had shopped in the past month were randomly assigned to price conditions (cheap: n = 58; expensive: n = 57). Each participant received two promotion types (discounts and free shipping), with order counterbalanced.
Findings: Mixed ANOVA results showed a significant effect of price on purchase intention (F(1,113) = 11.16, p < .01, η² = .070). However, promotion type had no significant effect (F(1,113) = 2.72, p = .104, η² = .004), and no interaction effect between price and promotion type was found (F(1,113) = 1.39, p = .241, η² = .002).
Implication: These findings suggest that pricing plays a more influential role than promotional type in shaping purchase intention, providing practical insights for sellers in designing effective e-commerce strategies.
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Last update: 2026-04-28 09:54:09
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