The Effect Of Price, Promotion, And Trust On Product Purchase Decisions On The Shopee Marketplace
Abstract
This study aims to determine the Effect of Price, Promotion, and Trust on Product Purchase Decisions on the Shopee Marketplace, this research method is a quantitative type of population in this study are Students of Pelita Bangsa University Faculty of Economics and Business class of 2017 who have transacted on the Shopee marketplace, researchers used a Proportional Random Sampling sampling technique totaling 95 people. The data taken in this study used a questionnaire method. Instrument testing in this study used a validity test, reliability test, and analysis method using multiple linear tests with a coefficient of determination test (R2), t test, and f test. This study used the help of the SPSS version 23 application. The results of this study indicate that the price variable does not have a partial effect on product purchase decisions on the Shopee marketplace, this is proven by the t test. while the promotion variable and the trust variable have a positive and significant partial effect on the product purchasing decision variable on the Shopee Marketplace. The price, promotion, and trust variables have a simultaneous effect. This is proven by the f test conducted by the researcher where the calculated f value is greater than the f table, namely 49.046> 3.097 and a significance value of 0.000 <0.05, and the results of the determination coefficient test (R2) obtained a percentage of 60.5% of the Purchase Decision variable influenced by the Price, Promotion, and Trust variables, while 38.2% is influenced by other variables not explained in this study.
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