PENGARUH POTONGAN HARGA (DISKON), GRATIS ONGKIR DAN SISTEM COD TERHADAP MINAT BERBELANJA DI APLIKASI E-COMMERCE SHOPEE PADA MAHASISWA MUSLIM DI KOTA KENDARI

Anita Indi Damayanti, NIM: 2020050101114, A (2025) PENGARUH POTONGAN HARGA (DISKON), GRATIS ONGKIR DAN SISTEM COD TERHADAP MINAT BERBELANJA DI APLIKASI E-COMMERCE SHOPEE PADA MAHASISWA MUSLIM DI KOTA KENDARI. Other thesis, IAIN KENDARI.

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Abstract

ABSTRAK
Anita Indi Damayanti, NIM: 2020050101114, Pengaruh Potongan
Harga (Diskon), Gratis Ongkir, dan Sistem COD Terhadap Minat
Berbelanja Di Aplikasi E-Commerce Shopee Pada Mahasiswa
Muslim Di Kota Kendari. Fakultas Ekonomi dan Bisnis Islam,
Institut Agama Islam negeri Kendari melalui pembimbing I bapak
Muhammad Imran SE, M.AK dan pembimbing II bapak Miftahur
Rahman Hakim, SEI., ME
Penelitian ini menyelidiki bagaimana strategi promosi utama
mempengaruhi minat belanja online di kalangan mahasiswa Muslim,
dengan fokus khusus pada diskon, penawaran pengiriman gratis, dan
sistem pembayaran cash-on-delivery (COD) di platform e-commerce
Shopee. Menggunakan pendekatan kuantitatif dengan data survei
terhadap 100 pelajar muslim di Kota Kendari yang dipilih melalui
kuota sampling, dan penelitian ini menggunakan analisis regresi ordinal
untuk menguji hubungan antara unsur promosi tersebut dengan minat
berbelanja. Temuan penelitian menunjukkan bahwa diskon dan
penawaran gratis ongkos kirim berpengaruh signifikan terhadap minat
belanja, dengan promosi diskon menunjukkan pengaruh paling kuat
(odds rasio 3,68), diikuti oleh gratis ongkos kirim (odds rasio 3,50).
Menariknya, sistem pembayaran COD tidak memberikan dampak
signifikan terhadap minat belanja. Model ini menjelaskan 50,8% variasi
minat belanja, menyoroti peran penting strategi promosi dalam
mendorong adopsi e-commerce di kalangan pelajar Muslim. Hasil ini
memberikan wawasan berharga bagi platform e-commerce dan pemasar
dalam mengembangkan strategi promosi yang ditargetkan untuk
segmen pelajar Muslim.
Kata Kunci: E-commerce, potongan harga, gratis ongkir, sistem
cod, minat berbelanja
ABSTRACT
Anita Indi Damayanti, NIM: 2020050101114, The influence of
discounts, free shipping and the COD system on shopping interest in
the Shopee e-commerce application among Muslim students in the
city of Kendari. Faculty of Islamic Economics and Business, Kendari
State Islamic Institute through supervisor I Mr Muhammad Imran
SE, M.AK and supervisor II Mr Miftahur Rahman Hakim, SEI.,
ME
This research investigates how key promotional strategies influence
online shopping interest among Muslim students, with a particular
focus on discounts, free shipping offers, and cash-on-delivery (COD)
payment systems on the e-commerce platform Shopee. Using a
quantitative approach with survey data on 100 Muslim students in
Kendari City who were selected through quota sampling, and this
research uses ordinal regression analysis to test the relationship
between promotional elements and shopping interest. Research
findings show that discounts and free shipping offers have a significant
effect on shopping interest, with discount promotions showing the
strongest influence (odds ratio 3.68), followed by free shipping (odds
ratio 3.50). Interestingly, the COD payment system does not have a
significant impact on shopping interest. This model explains 50.8% of
the variation in shopping interest, highlighting the important role of
promotional strategies in driving e-commerce adoption among Muslim
students. These results provide valuable insights for e-commerce
platforms and marketers in developing promotional strategies targeted
to the Muslim student segment.
Keywords: E-commerce, discounts, free shipping, COD system,
interest in shopping

Item Type:	Thesis (Other)
Additional Information:	Kata Kunci: E-commerce, potongan harga, gratis ongkir, sistem cod, minat berbelanja
Uncontrolled Keywords:	Kata Kunci: E-commerce, potongan harga, gratis ongkir, sistem cod, minat berbelanja
Subjects:	000 Kelas Umum > 006.754 Situs Jejaring Sosial, Sosial Media Ekonomi > Ekonomi Ekonomi > Ekonomi Digital Ekonomi > Ekonomi Islam
Divisions:	Fakultas Ekonomi dan Bisnis Islam > Prodi Ekonomi Syariah
Depositing User:	Unnamed user with username asni
Date Deposited:	08 Sep 2025 01:51
Last Modified:	02 Apr 2026 06:04
URI:	http://digitallib.iainkendari.ac.id/id/eprint/4017

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