ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN ONLINE DI E-COMMERCE SHOPEE

Rikki Gunawan Tarigan; Devin Devin; Yois Nelsari  Malau; Wenny Anggresia  Ginting

doi:10.34127/jrlab.v15i2.2231

Authors

Rikki Gunawan Tarigan PUI PT Digital Business And SMES, Ekonomi, Universitas Prima Indonesia
Devin PUI PT Digital Business And SMES, Ekonomi, Universitas Prima Indonesia
Yois Nelsari Malau PUI PT Digital Business And SMES, Universitas Prima Indonesia
Wenny Anggresia Ginting Politeknik Negeri Manado

DOI:

https://doi.org/10.34127/jrlab.v15i2.2231

Keywords:

Price, Product Quality, Product Reviews, Product Ratings, Shopping Experience, Purchase Decision

Abstract

This study aims to examine and analyze the factors influencing online consumer purchasing decisions on the Shopee e-commerce platform, where the independent variables used are Price, Product Quality, Product Reviews, Product Ratings, and Shopping Experience, with Purchasing Decision serving as the dependent variable. The research method used is a quantitative approach. The data collection technique employed in this study is a questionnaire, which was distributed via an online Google Form, yielding 100 respondent samples selected randomly using the Simple Random Sampling technique. The simultaneous results of the F-test indicate that the variables Price, Product Quality, Product Reviews, Product Ratings, and Shopping Experience collectively have a positive influence on Purchase Decision. Meanwhile, the partial results of the study using a t-test indicate that the variables of Price, Product Reviews, Product Ratings, and Shopping Experience do not have a partial or significant effect on the Purchase Decision, whereas Product Quality has a partial and significant effect on the Purchase Decision

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ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN ONLINE DI E-COMMERCE SHOPEE

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