THE FLUENCE OF SHOPEE’S DOUBLE DATE DISCOUNTS ON THE CONSUMPTIVE BEHAVIOUR OF COMMUNICATION SCIENCE STUDENTS AT UNIVERSITY SRIWIJAYA, CLASS OF 2023

https://doi.org/10.23960/buanakata.v2i2.554
Diterbitkan: Apr 22, 2025

Abstrak:

This research aims to analyze the effect of Shopee's "Double Date" discount on the consumer behavior of students of the Communication Science Study Program at Sriwijaya University class of 2023. In the digital era, discount-based promotions are increasingly popular among consumers, especially among students with limited purchasing power. The research method used is a quantitative survey with data collection through questionnaires distributed to 50 students. Data analysis is carried out using a simple linear regression technique to see the relationship between the effect of Shopee discounts and consumptive behavior. Research results show that the "Double Date" discount has a positive and significant influence on students' purchasing decisions, with the main influencing factors being the motivation to get goods at a lower price and social influence from peers. This finding is expected to provide insight for e-commerce platforms and academics in understanding the trend of consumption behavior of the young generation in the digital era.

Penulis:
1 . Nadira Indrianita
Faculty of Communication Science, Raden Fatah State Islamic University
2 . Syarifah Zahra
Faculty of Communication Science, Raden Fatah State Islamic University
3 . Abdur Razaq
Faculty of Communication Science, Raden Fatah State Islamic University
4 . Muhamad Yudistira Nugraha
Faculty of Communication Science, Raden Fatah State Islamic University
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Cara Mengutip
Indrianita, N., Zahra, S., Razaq, A., & Nugraha, M. Y. (2025). THE FLUENCE OF SHOPEE’S DOUBLE DATE DISCOUNTS ON THE CONSUMPTIVE BEHAVIOUR OF COMMUNICATION SCIENCE STUDENTS AT UNIVERSITY SRIWIJAYA, CLASS OF 2023. Jurnal Buana Kata: Pendidikan, Bahasa, Dan Ilmu Komunikasi, 2(2), 41–50. https://doi.org/10.23960/buanakata.v2i2.554
Unduh Sitasi
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Terbitan & Bagian
Vol 2 No 2 (2025): Jurnal Buana Kata: Pendidikan, Bahasa, dan Ilmu Komunikasi
Articles
Referensi

    Amalia, P. (2023). Pengaruh Diskon Tanggal Kembar Dan Gratis Ongkir Shopee Terhadap Perilaku Konsumtif Mahasiswa Ekonomi Islam Uii. (Doctoral Dissertation, Universitas Islam Indonesia).

    Eka Putri, N., & Ambardi, A. (2023). Pengaruh Gaya Hidup Hedonisme Dan Promo Tanggal Kembar Terhadap Impulse Buying (Studi Kasus Pengguna Shopee Di Tangerang Selatan). Jurnal Bintang Manajemen (JUBIMA), 1(3), 282–294. https://doi.org/10.55606/jubima.v1i3.1932

    FITRIANI, D. (2021). Pengaruh Gaya Hidup Dan Literasi Keuangan Terhadap Perilaku Konsumtif Belanja Online Pada Generasi Milenial Di Kabupaten …. Jurnal Riset Sains Manajemen, 2(3), 103–110. https://doi.org/10.5281/zenodo.1410873

    Khoirunnisa, D. A. & R. N. (2021). HUBUNGAN ANTARA KONTROL DIRI DENGAN PERILAKU KONSUMTIF PADA MAHASISWI PSIKOLOGI PENGGUNA E-COMMERCE SHOPEE Riza Noviana Khoirunnisa Abstrak. Jurnal Penelitian Psikologi Perilaku, 8(9), 95.

    Nosaly, F. S., Andriana, A. N., Ilmu, F., Politik, I., Bisnis, A., & Mulawarman, U. (2024). Pengaruh Promo Tanggal Kembar , Gratis Ongkos Kirim , Metode Pembayaran S-Pay Later Terhadap Keputusan Pembelian Di Marketplace Shopee. 5(3), 398–408. https://doi.org/10.47065/jbe.v5i3.5923

    RAHAYU, N., RAKHMAWATI, D., & ARISTA, I. G. A. (2024). Pengaruh Live Streamer Dan Promo Tanggal Kembar Terhadap Impulsive Buying (Studi Kasus Pengguna E- Commerce Shopee Di Kota Mataram). Ganec Swara, 18(1), 263. https://doi.org/10.35327/gara.v18i1.757

  1. Amalia, P. (2023). Pengaruh Diskon Tanggal Kembar Dan Gratis Ongkir Shopee Terhadap Perilaku Konsumtif Mahasiswa Ekonomi Islam Uii. (Doctoral Dissertation, Universitas Islam Indonesia).
  2. Eka Putri, N., & Ambardi, A. (2023). Pengaruh Gaya Hidup Hedonisme Dan Promo Tanggal Kembar Terhadap Impulse Buying (Studi Kasus Pengguna Shopee Di Tangerang Selatan). Jurnal Bintang Manajemen (JUBIMA), 1(3), 282–294. https://doi.org/10.55606/jubima.v1i3.1932
  3. FITRIANI, D. (2021). Pengaruh Gaya Hidup Dan Literasi Keuangan Terhadap Perilaku Konsumtif Belanja Online Pada Generasi Milenial Di Kabupaten …. Jurnal Riset Sains Manajemen, 2(3), 103–110. https://doi.org/10.5281/zenodo.1410873
  4. Khoirunnisa, D. A. & R. N. (2021). HUBUNGAN ANTARA KONTROL DIRI DENGAN PERILAKU KONSUMTIF PADA MAHASISWI PSIKOLOGI PENGGUNA E-COMMERCE SHOPEE Riza Noviana Khoirunnisa Abstrak. Jurnal Penelitian Psikologi Perilaku, 8(9), 95.
  5. Nosaly, F. S., Andriana, A. N., Ilmu, F., Politik, I., Bisnis, A., & Mulawarman, U. (2024). Pengaruh Promo Tanggal Kembar , Gratis Ongkos Kirim , Metode Pembayaran S-Pay Later Terhadap Keputusan Pembelian Di Marketplace Shopee. 5(3), 398–408. https://doi.org/10.47065/jbe.v5i3.5923
  6. RAHAYU, N., RAKHMAWATI, D., & ARISTA, I. G. A. (2024). Pengaruh Live Streamer Dan Promo Tanggal Kembar Terhadap Impulsive Buying (Studi Kasus Pengguna E- Commerce Shopee Di Kota Mataram). Ganec Swara, 18(1), 263. https://doi.org/10.35327/gara.v18i1.757

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