Pengaruh Diskon dan Iklan Produk Terhadap Keputusan Pembelian Pengguna E-Commerce Tokopedia pada Siswa MAN 1 Mesuji

Abstract

This study aims to examine the impact of product discounts and advertisements on the purchasing decisions of MAN 1 Mesuji students on the Tokopedia e-commerce platform. This study uses a quantitative approach with a descriptive verification method. Data were obtained from 90 respondents through questionnaires, interviews, and documentation, then analyzed using linear regression. The results of the analysis show that discounts have a significant influence on purchasing decisions by 39.6% (t_count 4.131; sig. 0.000), while product advertisements have a greater impact, namely 75.7% (t_count 9.525; sig. 0.000). Simultaneously, these two factors contribute 73.6% to purchasing decisions. This study provides a new perspective on student consumer behavior in the e-commerce ecosystem, which is still rarely researched. The implications of these findings indicate the importance of optimizing discount-based marketing strategies and strengthening advertising effectiveness to attract young consumers.