THE EFFECT OF ONLINE SHOPPING FESTIVAL PROMOTION STRATEGIES ON SHOPEE CONSUMER PARTICIPATION INTENTION IN BANDUNG
Authors: Desshandra Garcya Dewi* & Osa Omar Sharif**
ABSTRACT
Changes in people’s behavior that becomes fonder of shopping online are a challenge for e-commerce companies to still be able to attract the intention of their consumers in the competition. The online shopping festival is one of the promotion strategies that can be used to attract consumer participation intention in online shopping. The purpose of this study is to explore the effect caused by Shopee’s online shopping festival promotion strategies on consumer participation intention with product promotion strategies of online shopping festivals consisting of the perceived temptation of price promotion, perceived fun of promotion activities, and perceived categories richness of promotion and perceived contagiousness of mass participation as the atmosphere promotion strategies using Stimulus-Response Theory. This study also examines the moderating role of atmosphere promotion and control variables on consumer participation intention in online shopping festivals. PLS-SEM was used to analyze data from 438 respondents and test the hypotheses. The results of this study indicate that perceived temptation of price promotion, perceived fun of promotion activities, perceived categories richness of promotion, and perceived contagiousness of mass participation have a positive and significant effect on Shopee consumer participation intention in Bandung with the influence of gender and age as control variables and perceived contagiousness of mass participation plays a moderating role on the effect of the perceived temptation of price promotion on consumer participation intention in Bandung.
Keywords: Online Shopping Festival, Participation Intention, Promotion Strategy, and Stimulus-Response Theory.
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AUTHORS
First Author – Desshandra Garcya Dewi, Student, Management Business Telecommunication and Informatics, Telkom University, Indonesia.
Second Author – Osa Omar Sharif, Lecturer of Faculty of Economics and Business, Telkom University, Indonesia.