PENGARUH PROGRAM CASHBACK, DISKON HARGA, DAN ULASAN PELANGAN TERHADAP MINAT BELI STUDI PENGGUNA APLIKASI DIGITAL SHOPEE PADA MAHASISWA UPB CIKARANG

This research was conducted to test the effect of cashback programs, price discounts, and customer reviews on customer purchasing interest. Increasingly developing technology makes online buying and selling activities increasingly popular among the public. Then science and technology also influence people's consumption behavior in consuming goods and services. Changes in people's consumption patterns can be seen in the attitude of consumerism, and making consumption a lifestyle by paying attention to prestige and image. The object of this research is the Shopee online shopping application. Researchers chose this object because consumers have high purchasing interest, even though there are many other applications that are better and cheaper. What variables have a significant influence on buying interest. The independent variable in this research is Cashback. Price discounts, and customer reviews. Meanwhile, the dependent variable is buying interest. The population in this study were Pelita Bangsa University regular weekend class students, class of 2020. In this study, instrument tests, classical assumption tests, multiple regression tests, coefficient of determination tests and T tests were used.

Keywords : Cashback, Price discount, online costomer review, interested in buying