Price and Promotion Effects on Shopee Purchase Decisions Among Denpasar University Students: STIMI Handayani Case Study
DOI:
https://doi.org/10.64845/ijebss.v1i2.396Keywords:
Price, Promotion, Purchase Decision, E-Commerce, ShopeeAbstract
E-commerce has changed the way people shop, and among the many factors shaping a buyer's final decision, price and promotion are usually considered the two that matter most. This study examines how price and promotion, both individually and jointly, influence the purchase decisions of university students who use the Shopee application in Denpasar City, with students of STIMI Handayani as the research subject. A quantitative associative approach was used, and data were gathered through a Likert-scale questionnaire completed by 151 respondents, then analyzed with multiple linear regression in SPSS 25. The results show that price has a positive and significant partial effect on purchase decisions (B = 0.477, p = 0.000), and so does promotion (B = 0.510, p = 0.000). Considered together, the two variables also show a positive and significant effect on purchase decisions (F = 132.187, p = 0.000), with promotion coming out slightly ahead of price in relative influence. The coefficient of determination (R² = 0.641) shows that price and promotion together account for 64.1% of the variance in purchase decisions, leaving 35.9% to factors not captured in this model.
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Copyright (c) 2026 Tettie Setiyarti, Alfra Jemira, Ida Bagus Swaputra, Ida Ayu Trisna Wijayanthi (Author)
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