Pengaruh Diskon dan Gratis Ongkir terhadap Keputusan Pembelian E-Commerce pada Mahasiswa PTMA di Jabodetabek
DOI:
https://doi.org/10.55606/optimal.v5i4.8295Keywords:
College Students, Discount Promotion, E-Commerce, Free Shipping, Purchase DecisionAbstract
The rapid development of e-commerce (online stores) in Indonesia has attracted significant attention, especially among students, who represent a potential market segment. This study aims to analyze the impact of discount promotions and free shipping on purchase decisions through e-commerce among students at the Muhammadiyah-‘Aisyiyah Higher Education Institution (PTMA) in the Greater Jakarta area (Jabodetabek). This research uses a quantitative approach with a survey method, where questionnaires were distributed to 80 selected respondents using purposive sampling. The data collected were analyzed using multiple linear regression techniques with SPSS software. The results of the study show that both discount promotions and free shipping have a positive and significant impact on purchase decisions, both partially and simultaneously. Discounts and free shipping were found to be key factors in influencing purchasing decisions and increasing the shopping interest of students on e-commerce platforms. It can be concluded that appropriate promotional strategies, such as price reductions and free shipping, are effective in influencing consumer purchasing decisions in the digital marketplace. This study is expected to provide valuable contributions to e-commerce players in designing more effective promotional strategies and offer additional insights for academic research on consumer behavior in the digital market.
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