The Effect of Specific Discount Pattern and Product Type on Customers^ Purchase Intention in E-Commerce Platform Foya Ziqel Zozalbo
Universitas Indonesia
Abstract
Indonesia is one of the fastest growing countries in terms of penetration, volume, and value of electronic transactions. In addition, the number of sellers inside the platform are also rising. Therefore, a good marketing strategy such as discounts is needed to win the digital competition. This research aims to identify the most effective discount pattern on E-Commerce platforms by using experimental methods with 2x3 factorial design cells. Each scenario will represent the combinations between three discount patterns and two consumer^s product types. The scenarios were distributed to six different groups of a total 188 randomly selected participants. Two pilot tests were conducted in the first place to find the representative products both for the convenience and specialty goods. Three most used discount patterns were selected from the E-Commerce platform itself. The result shows that percentage and slash price discount has greater impact on the purchase intention of specialty goods rather than on convenience goods. Meanwhile special price discount have a higher impact on convenience good purchase intention. The insignificant interaction between both variables has reveal how Indonesian online consumers interpret and behave towards online discount. Online sellers are expected to carefully apply discount variations towards their product in order to make it effective and impactful.
