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Ilham, Dhani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE EFFECT OF SHOPEE FEATURE FACILITIES AND PROMOTIONS ON THE CONSUMPTIVE BEHAVIOR OF SULTAN AJI MUHAMMAD IDRIS SAMARINDA STATE ISLAMIC UNIVERSITY STUDENTS Asmi, Muhammad Ferri; Akbar, Nabil; Khadijah, Siti; Ilham, Dhani; Aini, Dini Nur; Fadhilah, Nurul
Al Dzahab Vol. 5 No. 1 (2024): Al Dzahab: Journal of Economics, Management, Business and Accounting
Publisher : Institut Agama Islam Negeri Kerinci

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32939/dhb.v5i1.3510

Abstract

Purpose: The study aims to analyze the impact of Shopee features facilities and promotions on the consumer behavior of FEBI Islamic State University Sultan Aji Muhammad Idris Samarinda students to understand to what extent these factors influence student consumption decisions. Design/methodology/approach: The study uses quantitative descriptive research through data collection techniques in online questionnaires using 96 samples obtained using the Slovin formula (5%). Findings: The results of this research show that facility features and promotions simultaneously influence the consumer behavior of UINSI Samarinda students. Partially, the facility features have no influence on the consumer behavior of UINSI Samarinda students. However, the promotion variable has a positive and significant effect on consumer behavior of UINSI Samarinda students. Research implications: Every modification in the promotion shop application will affect the behavior of consumer students.
Co-Authors Aini, Dini Nur Akbar, Nabil Asmi, Muhammad Ferri Nurul Fadhilah Siti Khadijah