The Influence of Information System Quality and Shopee's Digital Marketing Strategy on Changes in Online Shopping of Asahan University Students in 2025
Year: 2025
Type: article
Study design: Observational Study
Abstract: The development of digital technology has changed shopping behavior, especially among students, as the digital native generation. This study aims to analyze the influence of Shopee's information system quality and digital marketing strategy on changes in online shopping behavior among Asahan University students in 2025. The method used was quantitative with a causal associative approach. Data were collected through questionnaires and analyzed using F-tests, t-tests, and the coefficient of determination (R²). The results show that Shopee's information system quality and digital marketing strategy simultaneously and partially significantly influence changes in online shopping behavior among students. A fast and user-friendly system, along with digital promotions such as flash sales and personal discounts, increases shopping intensity and patterns. These findings emphasize the importance of technology and marketing synergy in shaping digital consumer behavior.
Authors: Putri Zalianty Marpaung, D. Dailami, Aprilia Wulandari Br. Lumban Tobing, Windi Massari, Nursarro Sauma Mirna, Ardella Anggraini Simanjuntak, Heni Riyanti
Institution: Universitas Asahan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4415047629
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