The Effect of Usage Intensity and Promotions on Shopee E-Commerce on Consumer Behavior Students at the Al-Hilal Sigli College of Tarbiyah, 2025

Ayu Maulida Fitri; Yosie Gabriela Panjaitan; Siti Maisyarah; Nurmasyahyati Nurmasyahyati

doi:10.55927/fjas.v5i9.113

Authors

Ayu Maulida Fitri Universitas Senior Medan
Yosie Gabriela Panjaitan Universitas Senior Medan
Siti Maisyarah Universitas Senior Medan
Nurmasyahyati Nurmasyahyati Universitas Senior Medan

DOI:

https://doi.org/10.55927/fjas.v5i9.113

Keywords:

Usage Intensity, Promotion, Shopee E-commerce, Consumptive Behavior

Abstract

This causal associative quantitative exploration investigated the existence of the influence of the intensity of use of the Shopee platform and the formulation of promotional strategies on the tendency of consumptive behavior of students of the Tarbiyah Al-Hilal Sigli College of Sciences in 2025. Through the withdrawal of samples via the Slovin formula and purposive sampling techniques, as many as 86 respondents were selected from a population of 603 students. Hypothesis testing was operationalized through multiple linear regression modeling after the fulfillment of validity, reliability, and classical assumption tests. Empirical findings confirm that the duration and frequency of application operation have a positive and significant effect on the escalation of consumerism; on the other hand, the promotional variable does not show partial significance. Nevertheless, simultaneous testing proved that the two predictors had a significant effect together with a determination coefficient value of 60.4%, while the remaining 39.6% were influenced by external factors.

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