Faktor-Faktor Yang Memengaruhi Minat Belanja Online Mahasiswa Pada E-Commerce Shopee Menggunakan Metode Regresi Linear Berganda

Abstract

The growth of e-commerce in Indonesia has been rapid, with Shopee as one of the leading platforms implementing promotional strategies such as discounts, free shipping, SPayLater, and Cash on Delivery
(COD). This quantitative study involved 68 Mathematics students from FMIPA, Universitas Negeri Padang, selected purposively through a questionnaire. The multiple linear regression analysis showed that all four promotional strategies have a positive and significant effect on online shopping interest, with discounts and free shipping being the dominant factors. The model explains 59.53% of the variation in purchase intention, indicating that direct incentives and payment flexibility effectively encourage students’ online shopping behavior.