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All Journal Jurnal Penelitian Ekonomi Manajemen dan Bisnis El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies JIMEK
Laksono Edhi Lukito
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Journal : Journal of Ekonomics, Finance, and Management Studies

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Pengaruh Kemudahan dan Harga Terhadap Keputusan Pembelian Mahasiswa Secara Online dengan Diskon sebagai Moderasi Frans Sudirjo; Ikbal; Muhammad Hasan Lubis; Laksono Edhi Lukito; Saddam Hussaen
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 8 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i8.4612

Abstract

With the increasing development of technology, buying and selling businesses also follow technological development trends by using the internet network. Business people must always understand customer needs in order to attract customers' interest in buying, one of which is always following changes and rapid developments in business tastes. This type of research is quantitative research. This research aims to determine the effect of convenience and price on students' online purchasing decisions with discounts as moderation. The sampling technique in quantitative research is carried out randomly, data collection uses research instruments, statistical data analysis with the aim of testing predetermined hypotheses. The population in this study were students who had shopped online, consisting of 160 respondents. The results of this research found that convenience and price influence students' online purchasing decisions. Discounts as moderation are able to moderate the influence of convenience and price on students' online purchasing decisions.
Co-Authors Ahmad Ahmad Andini Elvatiana Frans Sudirjo Ikbal Imas Sukaesih Muhammad Hasan Lubis Putri Nur Ananda Saddam Hussaen