Pengaruh Entertainment Motivation, Gratis Ongkir, dan Price Awareness terhadap Cart Abandonment Kosmetik pada Platform Shopee

Windi Ageng Lestari; Indah Handaruwati

doi:10.37481/sjr.v9i4.1617

Authors

Windi Ageng Lestari Universitas Kristen Teknologi Solo
Indah Handaruwati Universitas Kristen Teknologi Solo

DOI:

https://doi.org/10.37481/sjr.v9i4.1617

Keywords:

Cart Abandonment, Entertainment Motivation, Free Shipping, Price Awareness, Shopee

Abstract

Shopping cart abandonment remains one of the major challenges faced by e-commerce platforms, particularly in the online cosmetics market where transaction completion rates are relatively low despite increasing consumer traffic. This study investigates the effects of entertainment motivation, free shipping, and price awareness on shopping cart abandonment among consumers of MAKE OVER cosmetic products on the Shopee platform. A quantitative research design was employed using a survey method. Data were collected through structured questionnaires distributed to 40 Shopee users who had added MAKE OVER products to their shopping carts but did not complete the purchase. Respondents were selected using purposive sampling. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The findings indicate that entertainment motivation, free shipping, and price awareness each have a positive and significant effect on shopping cart abandonment. Simultaneously, the three variables significantly explain consumers' cart abandonment behavior (F = 15.282; p < 0.001). The model accounts for approximately 56.0% of the variance in shopping cart abandonment, indicating that these factors play an important role in consumers' purchase decision processes on e-commerce platforms.

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