PENGARUH HARGA, PROMOSI, KEPERCAYAAN, DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN MELALUI APLIKASI SHOPEE

Abstract

This research aims to examine the influence of price, promotion, trust and quality of information on purchasing decisions through the Shopee application (Study on STIESIA Surabaya Students). The population in this research is consumers who have made purchases through the Shopee application located within the campus environment of STIESIA Surabaya. Sampling technique using accidental sampling with the number of samples as much as 100 respondents. The analysis method used is multiple linear regression analysis with using SPSS (Statistical Product and Service Solutions) application tool. The results showed that the price has a significant negative (opposite) to the purchase decision with a regression coefficient of -0.255 and a significance level of 0.004. Promotion variables have a significant and positive impact on purchasing decisions with regression coefficient of 0.326 and a significance level of 0.000. The trust variable has a significant and positive influence on purchasing decision with regression coefficient of 0,567 and level of significance 0,000. Meanwhile, the variable of quality of information have a significant and positive influence on purchasing decision with regression coefficient equal to 0,323 and significance level 0,002. Taken together, the independent variable has a significant influence on the dependent variable with a significance level of 0.000.
Keywords: Price, promotion, trust, quality of information, and purchase decision