The Impact of Shopee's Free Shipping Feature on Consumer Loyalty

Uchi Ramadani; Ninis Desrianti; Faradilla Ismail; Erwina Erwina; Haeril Haeril

Authors

Uchi Ramadani Universitas Andi Djemma, Indonesia
Ninis Desrianti Universitas Andi Djemma, Indonesia
Faradilla Ismail Universitas Andi Djemma, Indonesia
Erwina Erwina Universitas Andi Djemma, Indonesia
Haeril Haeril Universitas Andi Djemma, Indonesia

Keywords:

Free Shipping, Customer Loyalty, E-Commerce, Shopee, Repeat Purchase

Abstract

This study examined the effect of the free-shipping feature on the Shopee application toward consumer loyalty among residents of Kelurahan Battang Km 07, Palopo City. A quantitative approach was used, with a questionnaire distributed to 40 respondents selected through incidental sampling from a population of 150 active Shopee users aged 18–45 years. The data were analyzed descriptively using a Likert scale and inferentially through simple linear regression, preceded by validity, reliability, and classical assumption tests. The results showed that the free-shipping feature had a positive and significant effect on consumer loyalty, with a regression equation of Y = 0.489 + 0.939X, a t-value of 8.679 (sig. 0.000), and an R Square of 0.665, indicating that 66.5% of the variance in consumer loyalty was explained by the free-shipping feature. These findings confirm that free shipping functions not merely as a short-term promotion but as a long-term marketing strategy that strengthens Shopee's competitive advantage, contributing practical insight for e-commerce platforms in designing sustainable promotional strategies.

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