Pengaruh harga, kualitas pelayanan dan persepsi resiko terhadap keputusan pembelian produk fashion pria pada e-commerce shopee (Studi Pada Mahasiswa Administrasi Bisnis Universitas Mulawarman)

Abstract

E-commerce is a type of electronic business mechanism that focuses on individual-based business transactions using the internet as a medium for exchanging goods or services. E-commerce brings great business opportunities such as selling products and providing services online. This research aims to find out whether there is an effect of price, service quality and perceived risk on purchasing decisions of business administration students at Mulawarman University. The research method used was quantitative research using survey methods, sampling techniques using non-probability sampling with a total of 75 respondents. Data collection techniques used questionnaires which were processed using SPSS version 26. Data analysis used multiple linear regression. The results of this study are price, service quality and perceived risk partially have a positive and significant effect on purchasing decisions. Price, service quality and perceived risk simultaneously have a positive and significant effect on purchasing decisions for men's fashion products on e-commerce shopee.