PENGARUH PROGRAM SHOPEE AFFILIATE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA MANAJEMEN UNIVERSITAS MUHAMMADIYAH MALANG

This study aims to analyze the influence of the Shopee Affiliate Program and promotion on the purchasing decisions of Management students at the University of Muhammadiyah Malang. The research employed an explanatory quantitative approach. The population consisted of Management students from the 2021–2023 cohorts, with a sample of 110 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed with multiple linear regression using SPSS 26. The results show that: (1) the Shopee Affiliate Program has a positive and significant effect on purchasing decisions, (2) promotion has a positive and significant effect on purchasing decisions, and (3) both the Shopee Affiliate Program and promotion simultaneously have a positive and significant
effect on purchasing decisions. The coefficient of determination (R²) value of 0.758 indicates that 75.8% of the variation in purchasing decisions can be explained by the two independent variables, while the remaining 24.2% is influenced by other factors not examined in this study. Therefore, it can be concluded that digital marketing strategies through affiliation and promotion are effective in enhancing
students’ purchasing decisions on the Shopee e-commerce platform.