https://perwiraindonesia.com/ajefb/index.php/jurnalAJEFB/issue/feed 2023-08-30T10:08:56+00:00 Editorial AJEFB ajefb@perwiraindonesia.com Open Journal Systems <p>Asian<strong> Journal of Entrepreneurship and Family Business&nbsp;</strong><strong>(AJEFB) </strong>is a double-blind peer-reviewed journal published by the Indonesian Entrepreneurship Educator Association (Perwira Indonesia) in collaboration with Universitas Prasetiya Mulya. The AJEFB is published twice a year (January-June and July-December). The first edition of AJEFB, in printed and digital format (e-journal), published<br>and launched on August 9, 2017. in the Seminar &amp; Call for Paper Roundtable for Indonesian Entrepreneurship Educators (RIEE-2017) at the University of Sumatera Utara (USU), Medan, Indonesia. Digital version of AJEFB powered by the Open Journal System platform. The AJEFB is published to serve the Perwira Indonesia community and all of the academics who are interested in entrepreneurship education, entrepreneurship and family business management.<br><br>AJEFB was established in 2017 as a biannual journal.</p> https://perwiraindonesia.com/ajefb/index.php/jurnalAJEFB/article/view/57 2023-08-30T10:08:51+00:00 Ririn Andriana ririnandriana19@gmail.com

<p>The main objective of this research is to investigate the considerable impact of online promotions and pricing on purchase interest and purchasing decisions in Shopee's online shopping. The study employed a descriptive quantitative research approach, involving a sample of 96 residents from Gunung Anyar, Surabaya. Data analysis was conducted using tests for validity, reliability, and path analysis. The findings of the research indicate that online promotions and prices play a significant role in influencing purchasing decisions on Shopee's online platform. Additionally, purchase intention also plays a significant role in influencing purchasing decisions. Furthermore, online promotion and price indirectly influence purchasing decisions through their impact on purchase interest.</p>

2023-08-30T10:03:51+00:00 Copyright (c) 2023 Ririn Andriana