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This study investigates the influence of discount programs, digital marketing strategies, and service quality on prospective students’ decisions to enroll at STIE Surakarta. The increasingly competitive landscape of private higher education in Indonesia requires institutions to formulate effective marketing strategies that can address the expectations and behavioral tendencies of Generation Z. A quantitative approach was employed using survey data from 36 new students selected through purposive sampling based on their participation in discount-based admission programs. The research instruments were validated through correlation tests and demonstrated reliable internal consistency. Data were analyzed using multiple linear regression to identify both partial and simultaneous effects among the variables. The findings reveal that discount offers are the only variable that significantly affects enrollment decisions, indicating that financial incentives remain a dominant consideration for prospective students evaluating private tertiary education options. Meanwhile, digital marketing and service quality, although yielding positive regression coefficients, do not show significant partial effects. However, the three variables collectively have a significant simultaneous effect, suggesting that enrollment decisions are shaped by a combination of economic, promotional, and perceptual factors. The model explains 45.7% of the variance in enrollment decisions. These results highlight the need for higher education institutions to balance financial incentives with consistent digital marketing execution and improved service delivery. The study contributes to the expanding literature on student decision-making behavior and offers practical insights for strengthening competitive marketing strategies in private higher education.

Rapid technological innovation affects various aspects of life, including how a company works. One of them is the shift from using paper as a means of writing and files as a means of storage to a computer application commonly known as Microsoft 365 which is cheaper and more efficient. In the world of accounting, there is a trend of increasing performance and time efficiency which is the center of a problem that is quite inflamed by various parties of companies and consumers. This study aims to analyze the influence of discount promo strategies and experiential marketing on sales at PT Rekadia Solusi Teknologi. The approach used is a quantitative method with a population and sample of 34 respondents selected using the saturated sample method. Data were collected through questionnaires, interviews, observations, literature studies, and documentation during the period April - May 2025. Data analysis was carried out using SPSS with data quality tests, classical assumptions, multiple linear regression, t-test, f-test, and coefficient of determination. The results of the study showed that discount promos partially had a positive and significant effect on sales. Experiential marketing also has a positive and significant effect on sales at PT Rekadia Solusi Teknologi. Simultaneously, discount promos and experiential marketing have a positive and significant effect on sales.

This study aims to analyze the influence of advertising, trust, and discounts on purchasing decisions among Shopee app users, focusing on students from the Faculty of Economics and Business, Slamet Riyadi University, Surakarta as respondents. The background of this study departs from the increasing competition in e-commerce in Indonesia, which requires each platform to develop appropriate marketing strategies to attract consumers' attention and build their loyalty. The research method used was a quantitative survey involving 100 respondents selected through a convenience sampling technique, allowing researchers to quickly obtain data from relevant target groups. The collected data were then analyzed using multiple linear regression methods to test the proposed hypotheses. The results showed that consumer trust in the Shopee app has a significant influence on purchasing decisions, meaning that the higher the level of trust, the more likely consumers are to make purchases through the app. In addition, the discount factor was also proven to have a significant influence on purchasing decisions, indicating that price cuts are still an effective strategy in influencing consumer behavior, especially students. Conversely, the advertising variable did not show a significant influence on purchasing decisions, which could mean that the intensity or quality of advertising is not strong enough to drive purchasing decisions in this respondent segment. The findings of this study provide practical contributions for Shopee in designing more targeted marketing strategies, emphasizing the importance of building and maintaining consumer trust, as well as utilizing proven effective promotional strategies such as discounts. Therefore, this study not only enriches the literature on consumer behavior in the e-commerce context but also offers useful recommendations for digital business practitioners in increasing competitiveness.

This study aims to examine the influence of host interaction and flash sale discounts on consumer interest in live shopping on Shopee among the community in Surabaya City. The research employs a quantitative approach using a structured questionnaire as the primary data collection method. A total of 96 respondents, all of whom actively engage in online shopping via Shopee, were selected as the study sample. Data analysis was conducted using SPSS, applying both t-tests and F-tests to evaluate the hypotheses. The t-test results reveal that host interaction significantly affects consumer interest, with a t-count value of 5.252 exceeding the t-table value of 1.986, and a significance level of 0.000, which is below the 0.05 threshold. Similarly, flash sale discounts also demonstrate a significant effect on consumer interest, with a t-count value of 3.217 surpassing the t-table value of 1.986, and a significance level of 0.002, indicating statistical significance. Furthermore, the F-test results indicate that host interaction and flash sale discounts have a simultaneous and significant influence on consumer interest, as evidenced by an F-count value of 26.37 exceeding the F-table value of 3.9434, with a significance level of 0.000. These findings suggest that both host interaction and flash sale discounts play a crucial role in shaping consumer purchasing interest during live shopping events. The results highlight the importance for resellers and online sellers to enhance host engagement skills and strategically implement time-limited discount offers to attract and retain consumers. In the increasingly competitive e-commerce environment, optimizing these two factors may significantly contribute to improving customer engagement and driving sales performance. This research provides practical insights for online retailers seeking to strengthen their marketing strategies on live shopping platforms

This study aims to analyze and determine the extent to which discounts and product quality influence purchasing decisions for Somethinc products, with product reviews as a moderating variable. The background of this study is based on the increasingly fierce competition in the cosmetics industry, which encourages manufacturers to implement effective marketing strategies, one of which is through providing discounts, improving product quality, and utilizing consumer reviews. The type of research used is quantitative with a causal approach. The data used is primary data obtained through the distribution of online questionnaires to respondents who meet the criteria. The study population is Somethinc product users who make purchases through the Shopee e-commerce platform. The sampling technique used the convenience sampling method with a sample size of 160 respondents. Data analysis was carried out using the Partial Least Square (PLS) method with the help of SmartPLS 3.0 software. The results of the study indicate that discounts have a positive and significant effect on purchasing decisions, indicating that the more attractive the discount offered, the more likely consumers are to make a purchase. Similarly, product quality has a positive and significant effect on purchasing decisions, meaning that the better the product quality perceived by consumers, the higher the tendency to buy. However, the results of the moderation effect test revealed that product reviews were unable to moderate the relationship between discounts and product quality on purchase decisions. This indicates that while product reviews can be a factor in consumer considerations, their influence is not strong enough to strengthen or weaken the relationship between these two independent variables and purchase decisions. This finding has implications for cosmetics businesses, particularly Somethinc, to focus more on pricing strategies and improving product quality as key factors in driving consumer purchase decisions.  

Penelitian ini bertujuan untuk menganalisis pengaruh price discount dan bonus pack terhadap perilaku impulse buying pada konsumen Distro Rock Line di Kota Medan. Latar belakang penelitian ini didasari oleh ketatnya persaingan industri ritel yang mendorong pelaku usaha untuk menerapkan strategi promosi yang efektif, seperti pemberian diskon harga dan paket bonus. Penelitian ini menggunakan metode kuantitatif asosiatif dengan pendekatan survei. Sampel penelitian berjumlah 96 responden yang dipilih melalui teknik accidental sampling. Pengumpulan data dilakukan menggunakan kuesioner dan dianalisis dengan uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, serta uji hipotesis (uji t dan uji F). Hasil penelitian menunjukkan bahwa secara parsial, price discount dan bonus pack masing-masing berpengaruh positif dan signifikan terhadap impulse buying. Secara simultan, kedua variabel juga menunjukkan pengaruh signifikan terhadap impulse buying. Price Discount (X1) berpengaruh terhadap Impulse Buying. Ditunjukan dari hasil uji t, diperoleh thitung sebesar 2.169 dengan taraf signifikansi 0,033 lebih kecil dari 0,05 (0,033 < 0,05), dengan demikian H1 diterima dan H0 ditolak, yang berarti Price Discount berpengaruh terhadap Impulse Buying. Bonus Pack (X2) berpengaruh terhadap Impulse Buying. Ditunjukan dari hasil uji t, diperoleh thitung sebesar 2.541 dengan nilai signifikansi 0,013 lebih kecil dari 0,05 (0,013 < 0,05), dengan demikian H0 diterima dan H1 ditolak. Yang artinya Bonus Pack berpengaruh terhadap Impulse Buying. Hal ini membuktikan bahwa strategi price discount dan bonus pack dapat meningkatkan dorongan konsumen untuk melakukan pembelian secara impulsif. Temuan ini memberikan implikasi bagi pelaku usaha, khususnya Distro Rock Line, dalam merancang strategi promosi yang efektif untuk meningkatkan penjualan.

The purpose of this study was to see how promotions and live streaming features impact the decision of Shopee users to purchase fashion products in the 2022 intake. This quantitative study involved 54 respondents from a population of 117 students selected through a simple random sampling method. Primary data were collected through online questionnaires and analyzed using multiple regression using SPSS. Validity, reliability, classical assumptions, and hypothesis tests were also conducted. The study shows that students of Economics Education, Sebelas Maret University, 2022 intake significantly choose fashion products because of promotions and Shopee's live streaming features. Promos are considered to be able to save consumer spending, thus increasing interest and enthusiasm for transacting through the Shopee application. Meanwhile, the live streaming feature makes it easier for consumers to see products directly, assess quality, and make purchases more practically. As for further researchers, it is recommended to add other variables (for example, consumer trust), compare with other e-commerce platforms, use mixed methods, analyze different user segments, and examine the long-term impact on brand loyalty.

The development of information technology is also growing rapidly. One of the sectors that is also affected is transportation. This study aims to analyze the Influence of Trust, Online Customer Reviews, and Discounts on Purchasing Decisions Through Purchase Intention where the Intervening Variable is Gofood users on the Gojek application. The analysis method is quantitative primary data, with the test stages of convergent validity, Discriminant validity, average variance extracted (AVE), R-Square, predictive relevance (Q2), F-Square, path coefficient, specific indirect effect. Data were obtained through a questionnaire instrument, with a total of 175 respondents, which were then tested using SmartPLS 4.0. The research findings show that the Trust and Discount variables partially influence Purchasing Decisions through Purchase Intention of Gofood users on the Gojek application. Meanwhile, the Online Customer Review variable does not partially influence Purchasing Decisions through Purchase Intention of Gofood users on the Gojek application.

This study aims to analyze the effect of discounts and cashback on consumer purchasing decisions on the Shopee e-commerce platform. Using a quantitative approach, data were collected through questionnaires distributed to 100 respondents who are active Shopee users. The results of the analysis show that discounts have a positive and significant effect on purchasing decisions, where consumers tend to be more interested in shopping when offered attractive discounts. In addition, cashback programs have also been shown to increase product appeal and contribute significantly to purchasing decisions. This study concludes that both discounts and cashback simultaneously influence consumer purchasing decisions, with important implications for e-commerce marketing strategies to increase loyalty and competitiveness in the market.

Information technology is developing very rapidly, including in carrying out buying and selling transactions. Traditional businesses that require face-to-face meetings are starting to be abandoned, and replaced by online marketing or what is usually called e-commerce. Lazada's sales figures are quite low compared to other e-commerce. These low sales indicate Lazada's low consumer decision. Therefore, this research was conducted to analyze the influence of live streaming and price discounts on purchasing decisions of Lazada consumers in Cengkareng. The research method applied in this research is descriptive quantitative statistics. The population in this study were Cengkareng residents with an unknown population size, but 96 Cengkareng residents were taken as samples. Data analysis techniques are data quality testing, classical assumption testing, multiple linear regression, hypothesis testing, coefficient of determination testing. Then from the research results it was found that partially Live Streaming had a positive and significant influence on purchasing decisions, price discounts had a positive and significant influence on purchasing decisions, live streaming and price discounts together or simultaneously had an influence on consumer purchasing decisions. It is known that the coefficient of determination value reaches 0.490 and it can be concluded that simultaneously, live streaming and price discounts contribute 49% to purchasing decisions, while the remaining 51% is influenced by other factors not included in this research.

Diskon merupakan salah satu strategi yang sering digunakan oleh perusahaan untuk meningkatkan penjualan dan memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengidentifikasi pengaruh diskon terhadap keputusan pembelian konsumen di restoran cepat saji McDonald's. Pelaksanaan penelitian ini bukan hanya untuk mengetahui peran Diskon terhadap keputusan pembelian produk McDonald’s namun juga untuk mengetahui peranan Promosi terhadap keputusan pembelian produk McDonald’s. Promosi merupakan salah satu elemen penting dalam bauran pemasaran yang dapat memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengidentifikasi pengaruh promosi terhadap keputusan pembelian konsumen di restoran cepat saji McDonald's. Penelitian ini dilakukan dengan mendapatkan sejumlah 100 responden yang telah mengisi kuisoner secara online yang kemudian akan dianalisis dengan metode kuantitatif agar dapat menghasilkan hasil menyeluruh mengenai peranan dua variabel yaitu Diskon dan Promosi terhadap keputusan pembelian produk McDonald’s.

The development of the current digital era has an impact on all aspects. Not only in the economic sector but also in the field of online sales or e-commerce also feels the impact. Because technological knowledge continues to grow, every consumer must be able to follow developments that affect their daily needs. Online marketplaces such as Shopee have become shopping platforms for consumers today. This study uses a quantitative approach, where the population consists of Shopee marketplace users. The purpose of this study is to determine the effect of brand ambassadors and discounts on purchasing interest. And the technique used in this study is the Non-Probability Sampling technique. By using SmartPLS version 3 software to analyze data with the Partial Least Square (PLS-SEM) method. This study shows that brand ambassadors and discounts have a positive and significant influence on purchasing interest.

Penelitian ini bertujuan untuk meneliti dan mengidentifikasi dampak dari Live Streaming dan diskon terhadap keputusan pembelian kosmetik Maybelline pada E-commerce Shopee di Kota Palembang. Yang dimana variabel independen atau variabel bebas dalam penelitian ini adalah Live Streaming (X1) dan Diskon (X2), serta variabel dependen atau variabel terikat dalam penelitian ini adalah Keputusan Pembelian (Y). Penelitian ini memfokuskan pada para konsumen di Kota Palembang yang pernah berbelanja kosmetik Maybelline melewati E-commerce Shopee. Yang dimana pengambilan sampel pada penelitian ini menggunakan Purposive Sampling dengan menerapkan pengujian Hipotesis melalui Analisis Regresi Linear Berganda. Jumlah sampel yang digunakan dalam penelitian ini adalah sebanyak 100 responden. Dalam penelitian ini menghasilkan temuan bahwa Live Streaming (X1) berpengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) kosmetik Maybelline pada E-commerce Shopee di Kota Palembang, sedangkan Diskon (X2) berpengaruh positif tetapi tidak signifikan terhadap Keputusan Pembelian (Y) kosmetik Maybelline pada E-commerce Shopee di Kota Palembang.

Thrifting is the activity of buying second  hand products wichs is becoming a trend for teenagers, young people, and even older people. The aim of the research is to determine the influence of product quality, flash sale discounts and risk perception on customer satisfaction with thrift products at the Solo Marketfest event. The population is consumers who buy thrift products at the Solo Marketfest event. The sampling technique using accidental sampling obtained 75 respondents. The questionnaire was distributed with the help of a Google form which was distributed to all customers who purchased thrift products at the Solo Marketfest event, measured on a 1-5 Liker scale. The collected data was processed using Multiple Linear Regression. The research results show that partially product quality and flash sale discounts do not influence customer satisfaction with thrift products at the Solo Marketfest event, however perceived risk is proven to influence customer satisfaction with thrift products at the Solo Marketfest event.

E-commerce represents the largest sector within Indonesia's digital economy, with a Gross Merchandise Value (GMV) of USD 62 billion in 2023, projected to grow to USD 82 billion by 2025. However, amidst this rapid growth, the practice of deceptive discounts—manipulating prices to create the illusion of significant price cuts—frequently occurs, causing harm to consumers. Such practices are inherently at odds with the principles of honesty and fairness in Islamic economics. This study examines the role of hisbah in monitoring and preventing deceptive discount practices in e-commerce. The primary objective of this research is to propose solutions to address the prevalence of deceptive discount practices on e-commerce platforms. The study employs a qualitative approach through library research. Data were gathered from primary and secondary literature, including books, journal articles, regulations, and related documents. The analytical method used is descriptive-analytical, aimed at understanding the relevance and application of hisbah principles in the oversight of e-commerce. The findings reveal that hisbah can complement existing regulations by emphasizing moral supervision, social sanctions, consumer education, and policy advocacy grounded in Islamic values. The implementation of hisbah not only ensures transactional integrity but also fosters an e-commerce ecosystem that is fair, transparent, and aligned with Sharia principles.

The effect of prices and discounts on purchasing decisions for shopee products on Generation Z in Depok City, the method used in this research is quantitative and the data collection technique is documentation study, besides that the data processing uses the SPSS version 25 application. The instrument used to collect data is a questionnaire. This research was conducted in April-June 2024. Respondents in this study were Generation Z Depok City who purchased facial care products at Shopee, totaling 400 people. And distributing questionnaires with each variable, namely variable X1 price, X2 discount, and Y purchase decision. Quantitative analysis consists of data quality testing (Validity and Reliability), classical assumption test, multiple linear analysis, hypothesis testing (T Test and F Test), and determination coefficient test. The results of this study are in line with research conducted by Devi Marta Dwi L., Theresia Pradiani, and Ike Kusdyah Rachmawati, in 2021. It can be said that the price and discount variables together have a significant effect on the variable purchasing decisions for facial care products at Shopee for Generation Z in Depok City.

Semarang Great Sale (Semargres) is an annual event held by the Semarang City Government and the Semarang City Chamber of Commerce and Industry (KADIN) from 2010 to 2023. This event aims to strengthen relations between Semarang City business actors, including the hotel sector, shopping centers, souvenir producers, retail traders, MSMEs, SMEs, and street vendors. Semargres 2024 will be held from August to early September 2024, with the closing at Queen City Mall Semarang on September 2, 2024. As support, the Semarang City Government and the hotel, restaurant, and entertainment sectors provide a 20% tax break to eligible Semargres participants based on November 2023 taxes and compensated for December 2023 taxes. The Lecturer Team of the Faculty of Economics and Business, Dian Nuswantoro University, implements this community service program in collaboration with KADIN and the Semarang City Government through the Regional Revenue Agency. This program aims to socialize the study of the results of the implementation of Semargres 2024 as a basis for providing tax discounts. This activity is expected to increase the understanding of business actors about the benefits and mechanisms of providing tax discounts, encourage their active participation in Semargres in the future, and be a reference for the development of the local economy of Semarang City.

The aim of this research is to determine the influence of discount vouchers on repurchase interest in partial terms, to determine the influence of online customer reviews on repurchase interest, and to determine the influence of discount vouchers and online customer reviews on repurchase interest in a case study at GoFood in Surakarta simultaneously. The sample was 100 respondents using a sampling technique using purposive sampling. This research used quantitative methods with SPSS 25 64 bit data analysis tools. Data analysis techniques in this research use validity tests, reliability tests, classical assumption tests, T tests, and F tests. The results of this study show that there is a positive and significant influence of discount vouchers on repurchase interest, there is a positive and significant influence of online customer reviews on interested in buying again. Then the research results concluded that simultaneously there was a positive

Technological advances are advancing rapidly, shopping can be done even without leaving the house. Tiktok is one of the online shopping media with the tiktokshop feature. In the tiktokshop application there is a live streaming that is carried out to review the seller's product. In live streaming, it offers discount vouchers that attract the attention of buyers. Teenagers are very easily tempted by voucher offers. This triggers teenagers to do impulsive buying behavior. In this study it was measured using a likert scale. The research subjects were 100 students of Walisongo State Islamic University Semarang. This research uses probability sampling technique. Research using quantitative methods. Based on the research that has been done, the research results show that the significance value is 0.000 (p <0.05) so, there is an effect of shopping discount vouchers on the live streaming application of the tiktok application on impulsive buying in Walisongo State Islamic University Semarang.

Latar belakang: E-commerce telah berkembang pesat beberapa tahun terakhir ini, karena menawarkan berbagai kemudahan serta produk yang menarik perhatian konsumen untuk berbelanja secara online dalam memenuhi kebutuhannya, perkembangan ini juga di ikuti dengan metode pembayaran digital yang sangat bervariasi, salah satunya metode pembayaran yang saat ini popular dan di minati oleh berbagai kalangan masyarakat adalah shoppe paylater. Tujuan: untuk menganalisis penggunaan shoppe paylater pada karyawan PT.Shoetown Kasokandel dalam pandangan ekonomi islam. Metode: penelitian ini dilakukan secara kualititatif dengan wawancara secara intensif dan observasi di lokasi PT.Shoetown Kasokandel, beberapa karyawan diwawancarai dengan kriteria telah menggunakan shoppe paylater tiga tahun terakhir di e-commerce shoppe. Temuan: hasil penelitian menunjukan bahwa shoppe paylater digunakan karyawan untuk : (1) membeli barang yang di ingikan / atau menarik perhatian, (2) memanfaatkan atau tergiur promo dan diskon yang ditawarkan karena lingkungan atau iklan, (3) membeli barang secara kredit hanya untuk meningkatkan gaya hidup, karena batas pinjaman yang diberikan sangat besar bagi karyawan, (4) ketentuan persyaratan pinjaman shoppe paylater sangat mudah tanpa melihat kondisi keuangan. Kesimpulan: penggunaan shoppe paylater terjadi peningkatan konsumsi yang dilakukan karyawan sehingga meningkatkan prilaku konsumtif dikarenakan Shoppe paylater menggunakan sistem beli sekarang bayar nanti.