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All Journal Al-Kharaj: Journal of Islamic Economic and Business Minhaj: Jurnal Ilmu Syariah Ideguru: Jurnal Karya Ilmiah Guru Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora ProBisnis : Jurnal Manajemen J-ESA (Jurnal Ekonomi Syariah) Jurnal Dedikasi untuk Negeri Innovative: Journal Of Social Science Research Jurnal Ilmu Ekonomi International Journal of Islamic Economics (IJIE) Aksi Nyata : Jurnal Pengabdian Sosial dan Kemanusiaan Jurnal Cendekia Ilmiah Jurnal Ekonomi, Manajemen, Akuntansi SYIRKAH: Jurnal Ekonomi Syariah Optimal: Jurnal Ekonomi dan Manajemen
Ulil Albab
(Universitas Muhammadiyah Lampung)
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering 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 Abizar (Universitas Muhammadiyah Lampung) Abizar Abizar Abustan Nur Alfaththiyatul Hamid Alvin Yusro Al-Hijri Amelia Anggeraini Anggi Septia Nugroho Annisa ‘Ainurrahmatin Najiyah Azka Nuriah Dona Algarini Elsa Cahyani Erni Zulaiha Fathul Amin Feri Irawan Fida Abdurrofi Heri Sutopo Heri Sutopo Khoirunnisa Briliani LM Ikbal Patoni Mawardi Mawardi Muhammad Rizkal Fajri Nanda Alhusna Nina Ramadhani Wulandari Nofan Refaldi Nurlela Nurlela Priti Sinta Putri Febiana (Universitas Muhammadiyah Lampung) Putri Yudini Aprianti Randy Rahma Putra Ruslaini Ruslaini Ruslaini Ruslaini Seli Agustiara Sri Choiriyati Tommy Saputra Umi Fauziah Videa Dinda Amorcha