The Influence of Promotion, Trust, and COD Systems on Online Purchase Decisions on Shopee

Andi Muhammad Fajrul Wardihan ()
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Andi Muhammad Fajrul Wardihan: Universitas Hasanuddin

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 1358-1370 from Springer

Abstract: Abstract The Influence of Promotion, Trust and Cash on Delivery Systems on Online Purchase Decisions on Shopee. This comprehensive study seeks to thoroughly examine the specific ways in which marketing promotions, the foundational level of consumer trust, and the availability of a flexible cash on delivery (COD) payment method collectively influence the purchasing decisions of consumers within the Shopee marketplace. In the current business landscape, characterized by the exponential growth of the global e-commerce industry, gaining a sophisticated understanding of the key factors that drive consumer choices has become absolutely vital for any business aiming to secure a competitive advantage. This particular research was meticulously conducted utilizing a quantitative approach, with the resulting data analyzed through the robust statistical method of multiple linear regression. The participant group for this research consisted of 100 active undergraduate students from Hasanuddin University, spanning the academic years from 2017 to 2021, representing a key demographic of digital consumers. The conclusive findings from the analysis demonstrate that all three variables—promotions, trust, and COD—when considered together, exert a demonstrably positive and statistically significant impact on the purchasing decisions made by this student population. This outcome offers highly valuable and actionable insights for e-commerce strategists, underscoring the necessity of developing precise marketing initiatives designed not only to boost immediate sales figures but also to cultivate lasting customer loyalty in a crowded digital market.

Keywords: Purchasing Decision; Promotion; Trust; Cash on Delivery; E-commerce (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-709-5_94

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