Pengaruh User Interface, Flash Sale, dan Gratis Ongkir terhadap Keputusan Pembelian Mahasiswa Universitas Sumatera Utara Pengguna Tokopedia

Abstract

The development of e-commerce in Indonesia has encouraged competition among platforms to attract consumers, especially students as an active group of online shoppers. Tokopedia, as one of the largest e-commerce platforms, continues to present various digital marketing strategies, such as user interface development, flash sale programs, and free shipping offers to influence users' purchasing decisions. However, the extent to which these factors influence the purchasing decisions of University of North Sumatra students still needs to be examined empirically. This study aims to determine and analyze the influence of user interface, flash sales, and free shipping on the purchasing decisions of University of North Sumatra students who use Tokopedia. This study is an associative study with a quantitative approach. The population in this study are University of North Sumatra students who use the Tokopedia application. The sampling technique used is purposive sampling with a sample size of 100 respondents, with the criteria being students from the Faculty of Economics and Business, Faculty of Medicine, Faculty of Social and Political Sciences, and Faculty of Computer Science and Information Technology, who have made purchases through the Tokopedia application. The data analysis method used was multiple linear regression analysis with the help of SPSS software. The results showed that simultaneously, user interface, flash sale, and free shipping had a positive and significant effect on the purchasing decisions of University of North Sumatra students who use Tokopedia. Partially, user interface, flash sale, and free shipping also had a positive and significant effect on purchasing decisions. Based on the coefficient of determination, the user interface, flash sales, and free shipping were able to explain 62.9% of the variation in purchasing decisions, while the rest was influenced by other variables outside the scope of this study.