Impact of Sales Promotion Techniques on Customer Responses in E-Commerce Platforms

Electronic commerce (e-commerce) has significantly transformed the global retail landscape by enabling businesses and consumers to conduct transactions through digital platforms. This study examines the impact of sales promotion techniques specifically price discounts, coupons, cashback offers, flash sales, and free delivery on customer responses in e-commerce platforms. Using a quantitative research design, primary data were collected from 96 online shoppers via a structured questionnaire. Structural Equation Modelling (PLS-SEM) was applied using SmartPLS 4. Results indicate strong positive relationships between sales promotion techniques and three key customer response variables: purchase decision (β = 0.884), customer satisfaction (β = 0.898), and repeat purchase intention (β = 0.902). All R² values exceeded 0.78, confirming substantial explanatory power. Reliability and validity of all constructs were confirmed through Cronbach’s Alpha, Composite Reliability, and Average Variance Extracted. Findings suggest that well-designed promotional strategies are critical tools for customer engagement and long-term loyalty on e-commerce platforms.