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_aAzupardo, Lee Xendoh B., Bartolo, Mariane Roselle B., Cunanan, Ralph Renzo S., Gonzales, Sheine Kim E., Manangan, Shiela Mae C., Ramos, Louella M., Perez, Francis Jamin Apsidhy G., Saguindan, Jamielle A,. Sechico, Reah Bettany O.
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_aThe influence of promotional discounts to CBA Students' purchasing decision towards online shopping
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_a163 pages
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_aBusiness Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2024
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_aAbstract The paper investigated the five promotional discounts used in online shopping: price discounts, buy-one-get-one offers, coupons and vouchers, freebies or rewards, and free shipping. The study examined how these promotional discounts influence the students' purchasing decisions towards online shopping. The researchers used the SOR model, which indicates that external stimuli trigger internal processes within an organism, leading to a specific behavioral response. The researchers explored how promotional discounts function as stimuli, impacting the decision-making process (internal process) of PLM CBA students and ultimately influencing their purchasing behavior (response). The researchers used a quantitative, descriptive correlational study to investigate the relationship between promotional discounts and purchasing decisions among PLM-CBA students. The survey gathered data on students' experiences with promotional discounts, decision-making processes when encountering discounts, and purchasing habits. Data was gathered from 333 students through convenience sampling and measured using a validated survey instrument with a four-point Likert scale. Data gathered was analyzed using Pearson-r correlation and regression analysis. Research has shown that promotional discounts significantly influence the purchasing decisions of PLM-CBA students regarding online shopping. Keywords: promotional discounts, influence, purchasing decision, online shopping, SOR model
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