Pemanfaatan Diskon Besar Dalam E-Commerce Bagi Mahasiswa

Abstract

This study aims to understand college students' experiences in utilizing big discounts in ecommerce through a phenomenological approach. College students tend to rely on big discounts
to save money and get quality products. However, it is necessary to be aware that discounts do not
encourage impulsive shopping behavior. The research highlights the importance of transparency
in the use of big discounts and wise use by college students. Thus, it is expected that students can
utilize discounts wisely and avoid consumptive behavior. Using a phenomenological study
approach, data was collected by conducting interviews with 7 informants with different
backgrounds and experiences in using Shopee discounts, where these informants are the younger
generation, especially students.