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All Journal Jurnal Ekonomi Manajemen Akuntansi
Sintya Enjel
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Diskon dan Cashback terhadap Keputusan Pembelian Konsumen di E-Commerce (Studi kasus shopee) Sintya Enjel; Fadilla Nurul Istiqomah; Illiana Illiana; Nurul Lestari; Agung Rizki Putra
Jurnal Ekonomi Manajemen Akuntansi Vol. 31 No. 1 (2025): JURNAL EKONOMI MANAJEMEN AKUNTANSI
Publisher : sekolah Tinggi Ilmu Ekonomi Dharma Putra Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59725/ema.v31i1.249

Abstract

This study aims to analyze the effect of discounts and cashback on consumer purchasing decisions on the Shopee e-commerce platform. Using a quantitative approach, data were collected through questionnaires distributed to 100 respondents who are active Shopee users. The results of the analysis show that discounts have a positive and significant effect on purchasing decisions, where consumers tend to be more interested in shopping when offered attractive discounts. In addition, cashback programs have also been shown to increase product appeal and contribute significantly to purchasing decisions. This study concludes that both discounts and cashback simultaneously influence consumer purchasing decisions, with important implications for e-commerce marketing strategies to increase loyalty and competitiveness in the market.
Co-Authors Agung Rizki Putra Fadilla Nurul Istiqomah Illiana Illiana Nurul lestari