Analysis Of Digital Marketing, Free Shipping, And Consumer Reviews On Purchase Decisions On Shopee (Case Study On Students Of Dian Nusantara University, Jakarta)

Tarmizi, Achmad
Abdullah, Muhamad Al Faruq

Jurnal Multidisiplin Sahombu
Vol. 5 No. 01 (2025): Jurnal Multidisiplin Sahombu (2025)

This research aims to determine the positive influence of Digital Marketing, Free Shipping, and Consumer Reviews on purchasing decisions at Shopee: Case Study of Dian Nusantara University Students, Jakarta. Data collection in this research was carried out using a survey method by distributing 100 questionnaires using the sampling technique used in this research using accidental sampling technique. The accidental sampling technique is the withdrawal of a sample size if the exact population size is not known. This research uses multiple regression analysis with the SPSS version 26 program as a tool for processing and analyzing research results. Hypothesis test results show that Digital Marketing Variables have a significant effect on Purchasing Decisions at Shopee. The Free Shipping variable has no significant effect on purchasing decisions at Shopee. The Consumer Review variable has a significant influence on purchasing decisions at Shopee. And the digital marketing variables, free shipping and consumer reviews together (simultaneously) have a significant effect on purchasing decisions on Shopee.