Pengaruh Strategi Diskon, Flashsale, Dan Gratis Ongkir Terhadap Perilaku Konsumtif Mahasiswa Pada E-Commerce Shopee (Studi Kasus Pada Mahasiswa Program Studi Manajemen Angkatan 2022 Universitas Islam Malang )

Abstract

Abstract

This study aims to determine the effect of discount, flash sale, and free shipping promotional strategies, both simultaneously and partially, on the consumptive behavior of students on Shopee e-commerce, with a case study of Management Study Program students of the 2022 cohort at Universitas Islam Malang. This study used a quantitative approach with a sample of 90 respondents selected through the purposive sampling technique, and the data were analyzed using multiple linear regression. The results show that discount, flash sale, and free shipping simultaneously have a significant positive effect on students’ consumptive behavior. Partially, flash sale has a significant effect and is the most dominant variable, while discount and free shipping have no significant effect on students’ consumptive behavior.

Keywords: Discount, Flash Sale, Free Shipping, Consumptive Behavior