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Abstract

This research aims to analyze the effect of discounts on impulse purchases among Shopee users among students at Buana Perjuangan University, Karawang. The phenomenon of impulse buying is becoming increasingly common with the increasing use of e-commerce platforms, where discounts are often used as a marketing strategy to attract consumers. The research method used is quantitative with data collection techniques through questionnaires distributed to 200 students who actively use the Shopee application. The results of data analysis show that discounts have a significant influence on impulse buying behavior. College students tend to make more unplanned purchases when they find attractive discount offers. These findings indicate that discounts are an important factor in encouraging impulse purchases, which Shopee can exploit to increase sales. In addition, this research provides insight for e-commerce business players regarding the importance of discount strategies in attracting the student market segment.

Keywords

Discounts Impulse Buys Shopee Users

How to Cite

Citation Format
Herdianti Zaeni, P. A., & Isyanto, P. (2024). Pengaruh Diskon Terhadap Pembelian Impulsif Pengguna Shopee pada Mahasiswa Universitas Buana Perjuangan Karawang. LANCAH: Jurnal Inovasi Dan Tren, 2(2b), 733~740. https://doi.org/10.35870/ljit.v2i2b.2852

References

9 References
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Author Biographies

Putri Anastasya Herdianti Zaeni, Universitas Buana Perjuangan Karawang

Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang, Kabupaten Karawang, Indonesia

Puji Isyanto, Universitas Buana Perjuangan Karawang

Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang, Kabupaten Karawang, Indonesia

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Copyright (c) 2024 Putri Anastasya Herdianti Zaeni, Puji Isyanto

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This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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