The Influence of Social Media Advertising and Cashback Promotions on Purchasing Decisions on Lazada

Karmila Karmila; Baiq Handayani Rinuastuti

doi:10.59535/gqj81621

Authors

Karmila Karmila Fakultas Ekonomi dan Bisnis, Universitas Mataram, Indonesia Author
Baiq Handayani Rinuastuti Fakultas Ekonomi dan Bisnis, Universitas Mataram, Indonesia Author

DOI:

https://doi.org/10.59535/gqj81621

Keywords:

Social Media Advertising, Cashback Promotion, Purchase Decision, Lazada, Digital Marketing

Abstract

Although Lazada has implemented social media advertising and cashback promotion strategies, consumer responses to both strategies vary. This study aims to analyze and measure the influence of social media advertising and cashback promotions on consumer purchasing decisions on the Lazada platform. The research method used is quantitative with data collection through questionnaires. The results showed that the average score for social media advertising was 20.97 and cashback promotions 20.94, indicating a positive perception of respondents towards both variables. Purchasing decisions had an average score of 21.36, indicating a positive influence of both independent variables. Statistical tests showed that social media advertising and cashback promotions had a significant effect on purchasing decisions, with an R² value of 0.689, meaning that both variables explained 68.9% of the variation in purchasing decisions. The theoretical implications of this study support the theory of consumer behavior, while the practical implications suggest that Lazada should optimize advertising and design attractive cashback promotions. This study is expected to contribute to the development of more effective marketing strategies in the future.

References

[1] D. Lam, “The Next 2 Billion: Can the World Support 10 Billion People?,” Population and Development Review, vol. 51, no. 1, pp. 63–102, 2025, doi: 10.1111/padr.12685.

[2] V. Arya, J. Paul, and D. Sethi, “Like it or not! Brand communication on social networking sites triggers consumer-based brand equity,” International Journal of Consumer Studies, vol. 46, no. 4, pp. 1381–1398, 2022, doi: 10.1111/ijcs.12763.

[3] J. Gao, A. B. Siddik, S. Khawar Abbas, M. Hamayun, M. Masukujjaman, and S. S. Alam, “Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study,” Sustainability, vol. 15, no. 2, Art. no. 2, Jan. 2023, doi: 10.3390/su15021594.

[4] R. Wahid, H. Karjaluoto, K. Taiminen, and D. I. Asiati, “Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market,” Journal of International Marketing, vol. 31, no. 1, pp. 106–123, Mar. 2023, doi: 10.1177/1069031X221129554.

[5] E. Hopalı, Ö. Vayvay, Z. T. Kalender, D. Turhan, and C. Aysuna, “How Do Mobile Wallets Improve Sustainability in Payment Services? A Comprehensive Literature Review,” Sustainability, vol. 14, no. 24, Art. no. 24, Jan. 2022, doi: 10.3390/su142416541.

[6] N. Wernerfelt, A. Tuchman, B. Shapiro, and R. Moakler, “Estimating the Value of Offsite Data to Advertisers on Meta,” Aug. 22, 2022, Social Science Research Network, Rochester, NY: 4198438. doi: 10.2139/ssrn.4198438.

[7] M. Soleimani, “Buyers’ trust and mistrust in e-commerce platforms: a synthesizing literature review,” Inf Syst E-Bus Manage, vol. 20, no. 1, pp. 57–78, Mar. 2022, doi: 10.1007/s10257-021-00545-0.

[8] K. P. Reddy, V. Chandu, S. Srilakshmi, E. Thagaram, Ch. Sahyaja, and B. Osei, “Consumers perception on green marketing towards eco-friendly fast moving consumer goods,” International Journal of Engineering Business Management, vol. 15, p. 18479790231170962, Feb. 2023, doi: 10.1177/18479790231170962.

[9] J. Wang, F. Shahzad, Z. Ahmad, M. Abdullah, and N. M. Hassan, “Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach,” SAGE Open, vol. 12, no. 2, p. 21582440221091262, Apr. 2022, doi: 10.1177/21582440221091262.

[10] A. A. Taleizadeh, A. Mahmoudzade Varzi, H. Akbarzadeh Khorshidi, and M. Noori-daryan, “Retail pricing, cashback and refund decisions in a supply chain with e-shop and direct channels,” J Revenue Pricing Manag, vol. 23, no. 2, pp. 140–163, Apr. 2024, doi: 10.1057/s41272-023-00435-9.

[11] R. H. Mustofa, S. A. Prestianawati, D. E. Sari, H. Riyanti, and A. Setiawan, “Celebrity Endorsements and Promotions: Enhancing Young Muslim Online Shoppers’ Satisfaction,” Human Behavior and Emerging Technologies, vol. 2024, no. 1, p. 3895680, 2024, doi: 10.1155/2024/3895680.

[12] X. Ma and X. Gu, “New marketing strategy model of E-commerce enterprises in the era of digital economy,” Heliyon, vol. 10, no. 8, Apr. 2024, doi: 10.1016/j.heliyon.2024.e29038.

[13] D. Banerjee, “Influence of Digital Marketing on Consumer Choices in Bangalore’s Cafe Industry,” Mar. 22, 2025, Social Science Research Network, Rochester, NY: 5189073. doi: 10.2139/ssrn.5189073.

[14] S. Kulsum, D. S. Kanto, and N. Bross, “How Brand Equity Can Saves Its Company? A Study of One of the Largest E-Commerce in Indonesia,” Sep. 11, 2021, Social Science Research Network, Rochester, NY: 3921549. Accessed: Jul. 01, 2025. [Online]. Available: https://papers.ssrn.com/abstract=3921549

[15] R. Bihu, “Questionnaire Survey Methodology in Educational and Social Science Studies,” 2021, Social Science Research Network, Rochester, NY: 4435809. Accessed: Jul. 01, 2025. [Online]. Available: https://papers.ssrn.com/abstract=4435809

[16] A. Samudra and O. Usman, “The Influence of Lifestyle, Price and Convenience on Purchasing Decisions at the Lazada E-Commerce Site,” Jan. 18, 2021, Social Science Research Network, Rochester, NY: 3768782. doi: 10.2139/ssrn.3768782.

[17] K. R. Kini, F. Harrou, M. Madakyaru, and Y. Sun, “Enhancing fault detection in multivariate industrial processes: Kolmogorov–Smirnov non-parametric statistical approach,” Computers & Chemical Engineering, vol. 192, p. 108876, Jan. 2025, doi: 10.1016/j.compchemeng.2024.108876.

[18] M. Gregorich, S. Strohmaier, D. Dunkler, and G. Heinze, “Regression with Highly Correlated Predictors: Variable Omission Is Not the Solution,” International Journal of Environmental Research and Public Health, vol. 18, no. 8, Art. no. 8, Jan. 2021, doi: 10.3390/ijerph18084259.

[19] D. L. Maulid, R. Hurriyati, and H. Hendrayati, “The Impact of Social Media Marketing on Consumer Purchase Decisions,” presented at the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), Atlantis Press, Jul. 2022, pp. 231–235. doi: 10.2991/aebmr.k.220701.045.

[20] M. Hasan and M. S. Sohail, “The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands,” Journal of International Consumer Marketing, vol. 33, no. 3, pp. 350–367, May 2021, doi: 10.1080/08961530.2020.1795043.

[21] F. Skwara, “Effects of mental accounting on purchase decision processes: A systematic review and research agenda,” Journal of Consumer Behaviour, vol. 22, no. 5, pp. 1265–1281, 2023, doi: 10.1002/cb.2193.