The Effect of Double Date Discounts on Sales Levels In E-Commerce Shopee (Case Study on Students of Padjadjaran University in Jatinangor)

Abstract

This study aims to analyze the impact of double date sale discounts on sales levels on the Shopee e-commerce platform, focusing on students from Universitas Padjadjaran in Jatinangor, who are primarily from the millennial and Generation Z cohorts. The method used is simple linear regression, linking discount variables to sales. Additionally, the study conducts classical assumption testing to ensure the model’s validity and sensitivity analysis to assess the effect of parameter changes on the predicted outcomes. The results show that double date sale discounts significantly influence sales, with the double date sale coefficient (β_1) being highly sensitive to changes. The regression model yields a low MSE, indicating good prediction accuracy. While changes in the intercept (β_0) also affect the predictions, the impact is smaller compared to changes in the double date sale coefficient.