Pengaruh Pay Later Dan Promo Gratis Ongkir Terhadap Keputusan Pembelian Di Shopee Pada Mahasiswa Di Kota Palembang

This study aims to analyze the influence of PayLater and Free Shipping Promotion on purchasing decisions among university students in Palembang City. This research employed a quantitative method with a survey approach. Data were collected through the distribution of questionnaires to respondents and analyzed using validity tests, reliability tests, multiple linear regression analysis, t-tests, and the coefficient of determination (R²). The results indicate that PayLater and Free Shipping Promotion have a positive and significant effect on university students' purchasing decisions. These findings suggest that the greater the convenience offered by the PayLater feature and the more attractive the Free Shipping Promotion provided, the higher the tendency of university students to make purchasing decisions.