Pengaruh Voucher Discount Dan Voucher Gratis Ongkir Pada Fitur Shopee Live Terhadap Keputusan Pembelian Di E-Commerce Shopee Pada Mahasiswa Upn Veteran Jatim Surabaya

This study aims to analyze the influence of discount vouchers and free shipping vouchers available through Shopee Live features on purchasing decisions among university students. Using a quantitative method, data was collected from 99 respondents—students of UPN “Veteran” Jawa Timur—via a structured questionnaire. The study applied Structural Equation Modeling with a Partial Least Squares (SEM-PLS) approach. The findings reveal that both types of vouchers significantly and positively influence students' purchasing decisions on Shopee. The results suggest that integrating promotional incentives into live streaming features effectively increases purchasing intention and realization among digital consumers with limited purchasing power.