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All Journal Kodifikasia: Jurnal Penelitian Islam Martabe : Jurnal Pengabdian Kepada Masyarakat NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Community Development Journal: Jurnal Pengabdian Masyarakat Innovative: Journal Of Social Science Research E-Amal: Jurnal Pengabdian Kepada Masyarakat Jurnal Ekonomi, Manajemen, Akuntansi Optimal: Jurnal Ekonomi dan Manajemen
Abizar Abizar
Universitas Muhammadiyah Lampung
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Pengaruh Diskon dan Gratis Ongkir terhadap Keputusan Pembelian E-Commerce pada Mahasiswa PTMA di Jabodetabek Alvin Yusro Al-Hijri; Abizar Abizar; Ruslaini Ruslaini; Ulil Albab
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 4 (2025): Desember OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i4.8295

Abstract

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.
Co-Authors Alfaththiyatul Hamid Alvin Yusro Al-Hijri Any Nurhayaty Dona Algarini Elma Rizki Ramdanti Heri Sutopo Ibnu Irawan Imam Ahmad Mawardi Mawardi Meilia Ishar Muhammad Farrel Dzakwan Muhammad Rizkal Fajri Nina Ramadhani Nina Ramadhani Wulandari Ruslaini Ruslaini Saravuth Khaengraeng Ulil Albab Videa Dinda Amorcha Zelsy Liana Ependi