PENGARUH MEDIA SOSIAL DAN ORIENTASI PASAR TERHADAP KINERJA UMKM DI PASAR SAKO PALEMBANG

This study aims to analyze the influence of the Cash on Delivery (COD) payment method and free shipping promotions on purchasing decisions related to ShopeeFood services among residents of Sukarami District, Palembang City. The background of this research is driven by the growing competition in online food delivery services and the prevalence of COD payments and free shipping promotions as strategic factors influencing consumer purchasing behavior. A quantitative approach was employed using a survey method, in which data were collected through questionnaires distributed to 100 respondents who reside in Sukarami District and have used ShopeeFood more than twice. The results of the analysis indicate that both partially and simultaneously, the COD payment method and free shipping significantly affect consumers’ purchasing decisions. These findings suggest that both factors play a vital role in enhancing consumer interest in ShopeeFood services..
Keywords: Cash on Delivery (COD), Free Shipping, and Buying Decision