📅 23 June 2025
DOI: 10.70062/globaleconomics.v2i2.273
The Influence of Cashback and Free Shipping Promotions on Purchase Decisions of Economics Students
International Journal of Economic, Social and Development Sciences
International Forum of Researchers and Lecturers (IFREL)
📄 Abstract
The rapid growth of e-commerce platforms has transformed consumer purchasing behavior, especially among university students. This study investigates the influence of cashback and free shipping promotions on the purchase decisions of students at the Faculty of Economics and Business, Universitas Muhammadiyah Makassar. Using a quantitative approach and multiple linear regression analysis on data collected from 95 students, the study finds that free shipping promotions significantly affect purchase decisions, while cashback promotions do not show a significant individual effect. However, both promotions combined have a significant positive impact on purchase decisions. These findings provide valuable insights for e-commerce platforms to optimize promotional strategies targeting student consumers. The study contributes to the literature on digital marketing and consumer behavior in the Indonesian e-commerce context.
🔖 Keywords
#cashback promotion; digital marketing; e-commerce; free shipping; purchase decision
ℹ️ Informasi Publikasi
Tanggal Publikasi
23 June 2025
Volume / Nomor / Tahun
Volume 2, Nomor 3, Tahun 2025
📝 HOW TO CITE
Zalkha Soraya; Iftitah Resky Az-zahra J; Rajmia Sulianti; Wulandari Wulandari; Tri Ananda; Ulfatun Mutmainah; Ismar Ismar, "The Influence of Cashback and Free Shipping Promotions on Purchase Decisions of Economics Students," International Journal of Economic, Social and Development Sciences, vol. 2, no. 3, Jun. 2025.
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