The Effect of Pricing and Promotion Strategies on Consumer Loyalty on the Shopee Platform in Palembang City
Keywords:
Pricing Strategy, Promotion, Customer Loyalty, E-CommerceAbstract
The growth of e-commerce has driven significant changes in consumer behavior, including increased use of the Shopee platform, which dominates 36% of the market in Indonesia. Pricing strategy (X1) is an approach to setting product prices based on costs, demand, and competition. Promotion (X2) includes activities to persuade consumers to make purchases. Consumer loyalty (Y) reflects a deep commitment to continue supporting preferred products despite the influence of situational and marketing factors. This study aims to examine the influence of pricing and promotion strategies on Shopee consumers' loyalty in Palembang, both simultaneously and partially. The research subjects are Shopee consumers in the city of Palembang. The approach used is quantitative descriptive with accidental sampling on 272 respondents with an error level of 10%. Data were obtained through a Google Form questionnaire and analyzed using SPSS 26, with validity, reliability, classical assumption, and hypothesis tests. The results of the study showed a coefficient of determination (R²) of 49.3%, meaning that 49.3% of consumer loyalty can be explained by pricing and promotional strategies. Pricing contributed 28.4%, while promotions contributed 20.8% to consumer loyalty. In conclusion, both simultaneously and partially, pricing and promotional strategies have a significant effect on Shopee consumer loyalty in Palembang. The proposed hypothesis was proven correct, with a positive influence between the two variables on consumer loyalty
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