THE INFLUENCE OF SHOPEE DISCOUNTS AND PROMOTIONS ON THE CONSUMPTIVE BEHAVIOR OF MANAGEMENT STUDY PROGRAM STUDENTS AT HKBP NOMMENSEN UNIVERSITY MEDAN
Keywords:
Discount, Shopee Promotion, Consumptive BehaviorAbstract
The purpose of this study was to determine the effect of Shopee discounts and promotions on student consumer behavior. This study uses a quantitative approach. The population in this study were 580 students of the HKBP Nommensen Medan management study program, class of 2021-2024, and the sample used was 85 respondents, selected using the non-probability sampling technique. Data were collected through a questionnaire with a Likert scale. The results of the study showed that discounts and promotions have a positive and significant effect on student consumer behavior, both partially and simultaneously. Multiple regression analysis produced a determination coefficient of 96.1%, indicating that discounts and promotions contribute to student consumer behavior. Discounts encourage unplanned purchases, while promotions increase purchase frequency. The results of the study partially prove that Shopee discounts have a positive and significant effect on student consumer behavior. Partially, it proves that Shopee promotions have a positive and significant effect on student consumer behavior. The results of the study simultaneously prove that Shopee discounts and promotions together have a positive and significant effect on student consumer behavior.