In the modern era, digital technology has rapidly advanced, exemplified by the rise of e-commerce. E-commerce allows consumers to acquire desired goods through online purchases. A popular form of e-commerce in Indonesia is the marketplace, such as Shopee. Shopee Food, an online food delivery service, has become a crucial part of contemporary lifestyles. Many consumers rely on the convenience offered by the app to purchase food. Shopee Food employs marketing strategies such as vouchers, free shipping, and flash sales to attract customers. Discount vouchers are promotional offers given to customers as a token of appreciation for certain actions. Free shipping offers benefit consumers by reducing delivery costs. Flash sales involve special deals or discounts offered by Shopee Food to encourage consumer purchases.

This study aims to analyze the impact of vouchers, free shipping, and flash sales on consumer purchase interest in Shopee Food, particularly among students at Sanata Dharma University. Understanding the influence of these factors can provide insights into consumer behavior among students and enable Shopee Food to optimize relevant marketing strategies and offers. By understanding students' shopping preferences and motivations, Shopee Food can improve customer satisfaction and expand its market share among Sanata Dharma University students.