The Effect of Discounts and Free Shipping on Shopee E-Commerce Purchase Decisions Among Students of Institut Rahmaniyah Sekayu
DOI:
https://doi.org/10.35334/c6cst760Keywords:
Discount; , Free Shipping; , Purchase Decision, E-commerce;, ShopeeAbstract
This study aims to determine the effect of discounts and free shipping on Shopee e-commerce purchase decisions among students of Institut Rahmaniyah Sekayu. A quantitative method with a descriptive approach was employed. Primary and secondary data were collected through observation and questionnaires. The population consisted of 620 students of Institut Rahmaniyah Sekayu, from which a sample of 243 respondents was drawn using the Slovin formula and a purposive sampling technique. Data were processed using SPSS 22 through multiple linear regression analysis. The results show that discount (X1) and free shipping (X2) significantly affect purchase decisions (Y), with a correlation coefficient of 0.955, indicating a very strong relationship, and a coefficient of determination (R²) of 0.913, meaning discount and free shipping jointly explain 91.3 percent of the variation in purchase decisions, while the remaining 8.7 percent is explained by variables outside this study.
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