Pengaruh Diskon dan Gratis Ongkir terhadap Keputusan Pembelian di Platform E-Commerce: Studi Kasus Mahasiswa Kota Cirebon

Abstract

The rapid growth of e-commerce in Indonesia has transformed public consumption patterns, particularly among young adults such as university students. As digital natives operating on limited routine budgets, university students in Cirebon represent a consumer segment that is highly sensitive to pricing strategies. Amid intensifying competition among e-commerce platforms, discounts and free shipping are two of the most frequently employed sales promotion strategies to attract buyers. This study aims to determine the effect of discounts and free shipping on purchasing decisions on e-commerce platforms among university students in Cirebon City, both partially and simultaneously. This research used a quantitative method with a sample of 100 respondents selected using a purposive sampling technique from a total of 24,851 active students in Cirebon City. Data were collected through online and offline questionnaires. The data were analyzed using IBM SPSS Statistics 25. Based on the partial test (t-test) results, the Discount variable has a calculated t-value (t_count) of 2.678 > 1.984 (t_table) with a significance level (Sig.) of 0.009 < 0.05. The results indicate that discount has a partially positive and significant effect on purchasing decisions. Based on the partial test (t-test) results, the Free Shipping variable has a calculated t-value (t_count) of 5.270 > 1.984 (t_table) with a significance level (Sig.) of 0.000 < 0.05, indicating that free shipping has a partially positive and significant effect on purchasing decisions. Based on the simultaneous test (F-test) results, the calculated F-value (F_count) is 39.151 > 3.09 (F_table) with a significance level (Sig.) of 0.000 < 0.05. Thus, it can be concluded that Discount and Free Shipping simultaneously have a positive and significant effect on purchasing decisions.