| dc.description.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. | en_US |
