Analysis of Shopee E-Commerce Product Purchase Decisions Among Students at Wijaya Kusuma University in Surabaya

Abstract

Purchasing decision is an important process carried out by consumers before making a transaction. The rapid development of e-commerce has changed consumer purchasing behavior, especially among university students, who tend to prefer online shopping platforms due to their convenience and efficiency. Shopee is one of the most popular e-commerce platforms in Indonesia that offers various products, competitive prices, and attractive promotional programs. This study aims to analyze the purchasing decision-making process for Shopee e-commerce products among students of Wijaya Kusuma University Surabaya. This research uses a descriptive qualitative approach. The informants consist of four active students of Wijaya Kusuma University Surabaya who frequently use the Shopee application. Data were collected through interviews and observations. The results show that price, promotional programs such as discounts and free shipping, product quality, ease of use, and trust in the Shopee system significantly influence students’ purchasing decisions. The purchasing decision-making process consists of five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior