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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Al-DYAS : Jurnal Inovasi dan Pengabdian kepada Masyarakat
Faradilla, Ageng Jihan
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Economics, Econometrics & Finance Education Social Sciences Other

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Strategi dalam Meningkatkan Penjualan terhadap Minat Beli Konsumen di Pedagang Eva Fashion Harahap, Lokot Muda; Tafonao, Dwi Fatmi Adelina; Faradilla, Ageng Jihan; Munawaroh, Munawaroh
Al-DYAS Vol 3 No 3 (2024): OKTOBER
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/aldyas.v3i3.3957

Abstract

This research analyzes strategies for increasing sales of consumer buying interest at Eva Fashion traders, using a quantitative approach with a sample of 50 respondents selected through a purposive sampling method. Multiple linear regression analysis with a significance level of 5% shows that the three independent variables have a positive and significant influence on consumer purchasing interest, with product design as the most dominant factor (regression coefficient 0.458, p < 0.05), followed by product quality (0.325, p < 0.05) and product variance (0.217, p < 0.05). The research model produces an R2 value of 0.734, indicating that 73.4% of the variation in purchasing interest can be explained by these three variables, with the practical implication that Fashion Parking traders need to prioritize product design aspects while maintaining the quality and diversity of dance to increase business competitiveness.
Pengaruh Diskon Harga dan Testimoni Pelanggan terhadap Keputusan Pembelian di Shopee (Studi pada Mahasiswa Manajemen UNIMED) Zebua, Ovan Krisadelman; Zahra, Atika; Anggiani, Eka; Siahaan, Kevin Valensius; Faradilla, Ageng Jihan; Siregar, Zulkarnain
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 1 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i1.1348

Abstract

This study examines the influence of price discounts and customer testimonials on purchasing decisions among Management students at Universitas Negeri Medan who use the Shopee platform. The research addresses the growing reliance of students on digital marketplaces and the limited empirical evidence on how economic and social stimuli jointly shape online buying behavior in this demographic. Using a quantitative associative approach, data were collected from 60 respondents through a structured Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The findings reveal that price discounts do not have a significant partial effect on purchasing decisions (Sig. = 0.254 > 0.05), indicating that promotional price reductions alone may be insufficient to drive students’ buying actions. In contrast, customer testimonials show a strong and significant partial effect (Sig. = 0.000 < 0.05), highlighting the importance of reliable reviews in reducing uncertainty and reinforcing trust in online transactions. Simultaneously, both variables significantly influence purchasing decisions (F = 82.222; Sig. = 0.000 < 0.05), with an R² value of 0.743, meaning that 74.3% of the variation in purchasing decisions is explained by the model. These findings underline the dominant role of testimonial-based credibility in student consumer behavior and suggest that Shopee’s marketing strategies may benefit more from strengthening authentic user reviews than from relying solely on price promotion mechanisms.
Co-Authors Anggiani, Eka Lokot Muda Harahap, Lokot Muda Munawaroh Munawaroh Siahaan, Kevin Valensius Siregar, Zulkarnain Tafonao, Dwi Fatmi Adelina Zahra, Atika Zebua, Ovan Krisadelman