Analysis of the Role of Shopee Affiliate Programs and Prices on Students' Purchase Intentions in the Context of Digital Entrepreneurship at Universitas Negeri Makassar

Authors

  • Agung Ramadi Universitas Negeri Makassar
  • Sumiati Tahir Universitas Negeri Makassar
  • Agus Syam Universitas Negeri Makassar
  • Sudarmi Universitas Negeri Makassar

Keywords:

Affiliate, Digital Entrepreneurship, Price, Purchase Intention, Students

Abstract

This study aims to analyze the influence of the Shopee affiliate program and pricing on students' purchase intentions in the context of digital entrepreneurship at Universitas Negeri Makassar. This study uses a quantitative approach. The sampling method used was purposive sampling with a sample size of 61 respondents. Data collection was carried out by distributing questionnaire links to students. Data analysis techniques used included instrument testing, classical assumption testing, multiple linear regression analysis, hypothesis testing, and coefficient of determination, processed using SPSS version 27 software. The results show that the Shopee affiliate program has a positive and significant effect on students' purchase intentions. In addition, pricing also has a positive and significant effect on students' purchase intentions. Simultaneously, the Shopee affiliate program and pricing have a positive and significant effect on students' purchase intentions. These findings indicate that appropriate affiliate program and pricing strategies can increase students' purchase intentions and strengthen the role of e-commerce platforms in supporting the development of the digital entrepreneurship ecosystem.

Downloads

Published

2026-08-12

Issue

APSKI ICE Vol 04, Ed 01 (2026)

Section

Articles

License

Copyright (c) 2026 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

  1. Copyright & Usage – Authors retain copyright for their submitted works but grant the APSKI International Conference permission to publish, distribute, and archive their papers in the official conference proceedings.
  2. Open Access Policy – All published materials will be made available under an open-access framework, ensuring free and unrestricted access for researchers, students, and professionals.
  3. Attribution Requirement – Any reproduction or distribution of conference materials must include proper attribution to the authors and the APSKI International Conference.
  4. Non-Commercial Use – Content published within the conference proceedings may not be used for commercial purposes without explicit permission from the author or conference organizers.
  5. Modification & Adaptation – Any adaptation or modification of conference materials must be clearly indicated and should not misrepresent the original authors' intentions or findings.
  6. Liability Disclaimer – The APSKI International Conference is not responsible for any inaccuracies, omissions, or interpretations in published papers and cannot be held liable for any legal implications arising from the use of the content.

These terms ensure fair use, transparency, and accessibility while respecting the intellectual property of contributing authors.