Pengaruh Kualitas Layanan, Promosi, Dan Harga Terhadap Keputusan Pembelian Online Di Marketplace Shopee (Studi Pada Mahasiswa Administrasi Bisnis)

Abstract

The purpose of this study is to analyze, test and determine the effect of service quality, promotion and price on online purchasing decisions on the Shopee marketplace. This study uses a quantitative research approach and uses multiple linear regression analysis methods and data processing is assisted by SPSS 20 software. The results of this study indicate that product quality, price and promotion each have a partial and simultaneous effect on purchasing decisions. in the Shopee marketplace, this is proven based on the stages of purchasing decisions made by consumers, the products offered by the Shopee marketplace are considered to be in accordance with the needs and desires of consumers.