THE EFFECT OF SHOPEE FEATURE FACILITIES AND PROMOTIONS ON THE CONSUMPTIVE BEHAVIOR OF SULTAN AJI MUHAMMAD IDRIS SAMARINDA STATE ISLAMIC UNIVERSITY STUDENTS

Authors

  • Muhammad Ferri Asmi UIN Sultan Aji Muhammad Idris Samarinda
  • Nabil Akbar UIN Sultan Aji Muhammad Idris Samarinda
  • Siti Khadijah UIN Sultan Aji Muhammad Idris Samarinda
  • Dhani Ilham UIN Sultan Aji Muhammad Idris Samarinda
  • Dini Nur Aini UIN Sultan Aji Muhammad Idris Samarinda
  • Nurul Fadhilah UIN Sultan Aji Muhammad Idris Samarinda

DOI:

https://doi.org/10.32939/dhb.v5i1.3510

Keywords:

Facilities Features, Promotions, Consumer Behavior

Abstract

Purpose: The study aims to analyze the impact of Shopee features facilities and promotions on the consumer behavior of FEBI Islamic State University Sultan Aji Muhammad Idris Samarinda students to understand to what extent these factors influence student consumption decisions. Design/methodology/approach: The study uses quantitative descriptive research through data collection techniques in online questionnaires using 96 samples obtained using the Slovin formula (5%). Findings: The results of this research show that facility features and promotions simultaneously influence the consumer behavior of UINSI Samarinda students. Partially, the facility features have no influence on the consumer behavior of UINSI Samarinda students. However, the promotion variable has a positive and significant effect on consumer behavior of UINSI Samarinda students. Research implications: Every modification in the promotion shop application will affect the behavior of consumer students.

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Published

2024-03-14

How to Cite

Asmi, Muhammad Ferri, Nabil Akbar, Siti Khadijah, Dhani Ilham, Dini Nur Aini, and Nurul Fadhilah. “THE EFFECT OF SHOPEE FEATURE FACILITIES AND PROMOTIONS ON THE CONSUMPTIVE BEHAVIOR OF SULTAN AJI MUHAMMAD IDRIS SAMARINDA STATE ISLAMIC UNIVERSITY STUDENTS”. Al Dzahab: Journal of Economics, Management, Business and Accounting 5, no. 1 (March 14, 2024): 1–7. Accessed May 30, 2024. https://ejournal.iainkerinci.ac.id/index.php/al-dzahab/article/view/3510.