Electronic Theses and Dissertation

Pada masa digitalisasi saat ini, kemajuan teknologi telah membawa perubahan besar terhadap perilaku masyarakat Indonesia. Aktivitas berbelanja yang sebelumnya dilakukan secara langsung di toko offline kini beralih ke platform e-commerce. Kemudahan akses internet serta pesatnya perkembangan teknologi memungkinkan masyarakat untuk berbelanja kapan pun dan di mana pun. Shopee menjadi salah satu e-commerce yang paling banyak digunakan masyarakat Indonesia pada tahun 2024. Menariknya, Shopee lebih populer di kalangan wanita dibandingkan laki-laki, di mana lebih dari 77% pengguna wanita memilih Shopee sebagai platform belanja utama. Penelitian ini bertujuan untuk mengetahui pengaruh voucher gratis ongkir dan foto produk terhadap keputusan pembelian pada mahasiswi Universitas Syiah Kuala. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan jumlah responden sebanyak 123 mahasiswi. Teori yang digunakan dalam penelitian ini adalah AIDDA Theory (Attention, Interest, Desire, Decision, Action) yang menjelaskan bahwa proses pengambilan keputusan konsumen dimulai dari tahap menarik perhatian, ketertarikan, membangkitkan minat, mengarah pada keputusan pembelian, hingga tindakan nyata. Data dianalisis melalui uji hipotesis dengan bantuan SPSS versi 25. Hasil analisis menunjukkan bahwa voucher gratis ongkir berpengaruh positif signifikan terhadap keputusan pembelian dengan nilai koefisien sebesar 0,645 dan signifikansi 0,000. Hasil analisis menunjukkan bahwa foto produk berpengaruh positif signifikan terhadap keputusan pembelian dengan nilai koefisien sebesar 0,729 dan signifikansi 0,000. Selain itu, nilai koefisien determinasi sebesar 0.802 menunjukkan bahwa 80,2% dapat dijelaskan oleh variabel voucher gratis ongkir dan foto produk.

Kata Kunci: Shopee, Voucher Gratis Ongkir, Foto Produk, Keputusan Pembelian.

In the current era of digitalization, technological advances have brought significant changes to the behavior of Indonesians. Shopping activities that were previously carried out directly in offline stores have now shifted to e-commerce platforms. Easy internet access and rapid technological developments allow people to shop anytime and anywhere. Shopee will become one of the most widely used e-commerce platforms in Indonesia in 2024. Interestingly, Shopee is more popular among women than men, with more than 77% of female users choosing Shopee as their primary shopping platform. This study aims to determine the effect of free shipping vouchers and product photos on purchasing decisions among female students at Syiah Kuala University. The research method used is a quantitative approach with a total of 123 female students as respondents. The theory used in this study is the AIDDA Theory (Attention, Interest, Desire, Decision, Action), which explains that the consumer decision-making process begins with the stages of attracting attention, interest, arousing interest, leading to a purchase decision, and finally, actual action. The data were analyzed through hypothesis testing with the help of SPSS version 25. The results of the analysis showed that free shipping vouchers had a significant positive effect on purchasing decisions with a coefficient value of 0.645 and a significance of 0.000. The results of the analysis showed that product photos had a significant positive effect on purchasing decisions with a coefficient value of 0.729 and a significance of 0.000. In addition, the coefficient of determination value of 0.802 indicates that 80.2% can be explained by the variables of free shipping vouchers and product photos. Keyword: Shopee, Free Shipping Voucher, Product Photo, Decision.