Analysis of the Influence of Discount Promotions on Students' Purchase Decisions on the Shopee E-Commerce Platform

Jessica Fernanda Audrelya ; Moh Hafis Xafier ; Nurul Maisyaroh ; Muhammad Alkirom Wildan
LITERACY : International Scientific Journals of So... 📅 2025 Vol 4, No 1 🔗 DOI: 10.56910/literacy.v4i1.2162
Abstract
This study aims to understand the impact of discount promotions on consumer purchasing decisions on the Shopee platform. In today's digital era, e-commerce has brought major changes in people's shopping patterns, where discounts are one of the most attention-grabbing strategies. Through a quantitative approach, data was collected from 100 students of Trunojoyo University Madura who are active users of Shopee. The results showed that discounts have a real influence on purchasing decisions. Discounts are not only able to attract consumers' attention, but also encourage them to make purchases immediately and build loyalty to the platform. This finding reinforces that discount promotion is still one of the effective marketing strategies in the face of fierce competition in the e-commerce industry.
Keywords
Promotion; Discount; Purchase Decision; E-commerce; Shopee
How to Cite

Jessica Fernanda Audrelya, et al. (2025). Analysis of the Influence of Discount Promotions on Students' Purchase Decisions on the Shopee E-Commerce Platform. LITERACY : International Scientific Journals of Social, Education, Humanities, 4(1). https://doi.org/10.56910/literacy.v4i1.2162

Jessica Fernanda Audrelya; Moh Hafis Xafier; Nurul Maisyaroh; Muhammad Alkirom Wildan, "Analysis of the Influence of Discount Promotions on Students' Purchase Decisions on the Shopee E-Commerce Platform," LITERACY : International Scientific Journals of Social, Education, Humanities, vol. 4, no. 1, 2025.

Jessica Fernanda Audrelya; Moh Hafis Xafier; Nurul Maisyaroh; Muhammad Alkirom Wildan. "Analysis of the Influence of Discount Promotions on Students' Purchase Decisions on the Shopee E-Commerce Platform." LITERACY : International Scientific Journals of Social, Education, Humanities, vol. 4, no. 1, 2025.

Jessica Fernanda Audrelya; Moh Hafis Xafier; Nurul Maisyaroh; Muhammad Alkirom Wildan. "Analysis of the Influence of Discount Promotions on Students' Purchase Decisions on the Shopee E-Commerce Platform." LITERACY : International Scientific Journals of Social, Education, Humanities 4, no. 1 (2025).

Jessica Fernanda Audrelya, et al. (2025) 'Analysis of the Influence of Discount Promotions on Students' Purchase Decisions on the Shopee E-Commerce Platform', LITERACY : International Scientific Journals of Social, Education, Humanities, 4(1). doi: 10.56910/literacy.v4i1.2162.

Jessica Fernanda Audrelya; Moh Hafis Xafier; Nurul Maisyaroh; Muhammad Alkirom Wildan. Analysis of the Influence of Discount Promotions on Students' Purchase Decisions on the Shopee E-Commerce Platform. LITERACY : International Scientific Journals of Social, Education, Humanities. 2025;4(1).

Artikel Terkait

Analysis of Digital Marketing Strategy in Increasing Impulse Purchase of Online Fashion Products through Optimizing Customer Reviews and Price Discounts with Lifestyle as an Intervening Variable

Chalid Imran Musa; Azlan Azhari; Kristina Parinsi

Development of Sports Human Resources to Improve Com-petence in Adios UTP Athletics Organization

Bagus Kuncoro; Ronny Suryo Narbito; Novendika Singgih P; Umar Syahid; Baskoro Baskoro

The Role of Algorithms in Improving the Accuracy of Intelligent Employee Selection in Human Resource Management at PT. Rasaki Logam Makmur Bandung

Granit Agustina; Rudi Suprianto Ahmadi; Herni Suryani Apandi; Feby Febrian; Ahmad Zaelani Adnan

Audio-Visual Learning Technology Improves Basketball Dribbling Skills In Third Grade Elementary School Students

Risa Agus Teguh Wibowo; Muchamad Sholeh; Christoper Bambang A; Nesa Catrin Pratiwi

Development of Learning Technology in Physical Educa-tion, Sports, and Health at Elementary School : (Study on Third Graders)

Hartini Hartini; Yudi Karisma Sari; Tri Waluyo Basuki; Ciendy Priskilia Jati

The Effect of Online Games on Physical Activity of Students Universitas Pendidikan Indonesia

Marsha Ayu Rizkika; Isti Kumalasari; Widya Astuti; Fajria Saliha Puspita Prameswari
Tren Sitasi Jurnal