<![CDATA[This study delves into the impact of the "Free Shipping" tagline on online purchase decisions, concentrating on students enrolled in the Sharia Business Management program at Muhammadiyah University, North Sumatra. Employing quantitative research, data was collected through distributed questionnaires utilizing the Likert scale to gauge respondents' reactions. A sample size of 82 participants was chosen using purposive sampling. Simple regression analysis was applied, with data analyzed using SPSS version 26. The findings reveal a significant correlation between the presence of the "Free Shipping" tagline and online purchase decisions among the student population. These results contribute to understanding consumer behavior in e-commerce and offer insights for businesses aiming to optimize their online sales strategies. This study underscores the importance of incorporating promotional incentives, such as free shipping, in online marketing campaigns to attract and retain customers.]]>
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