The Effect Of Double-Date Promotions And Customer Satisfaction On Repurchase Decisions On Shopee Among Millennials In Jambi City

Abstract

The rapid growth of e-commerce has encouraged consumers, particularly the Millennial Generation, to engage in online shopping. In this context, double-date promotions and customer satisfaction are considered factors that may influence purchasing decisions on the Shopee platform. This study aims to determine the effect of double-date promotions and customer satisfaction on purchasing decisions among Millennials in Jambi City. The population of this study consisted of Millennials in Jambi City, with a sample of 100 respondents selected using a Purposive Sampling technique, specifically Millennials who use Shopee and participate in double-date promotions. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that, simultaneously, double-date promotions and customer satisfaction had a positive and significant effect on purchasing decisions. Partially, double-date promotions had a positive and significant effect on purchasing decisions, and customer satisfaction also had a positive and significant effect on purchasing decisions. Based on the data analysis, all research instruments were found to be valid and reliable. Furthermore, the classical assumption tests indicated that the data were normally distributed and free from heteroscedasticity and multicollinearity.