PENGARUH HARGA, KERAGAMAN PRODUK, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE.

Abstract

This research aimed to examine whether variable price, product variety, service quality, and promotion affected the buying decision variable of Shopee marketplace in pandemic covid-19 during 2019-2020. While the research was quantitative. Moreover, the population was villagers of Wadung Asri, Kecamatan Waru, Sidoarjo who had online buying at Shopee marketplace. Futhermore, the instrument in the data collection technique used questionnaires with a Likert scale. Additionally, the data collection technique used the purposive sampling technique. In line with, there were 98 respondents of customers as the sample. Besides, the data analysis technique used multiple linier regression analysis with SPSS 2.0. The research result concluded that price had a positive but insignificant effect on the buying decisions variable. On the other hand, product variety, service quality, and promotion had a positive and significant effect on the buying decisions variable of Shopee marketplace in pandemic covid-19 during 2019-2020. For further researchers, it is hoped that promotions will be carried out to examine more sources and references related to prices, product diversity, service quality, and purchasing decisions. Using variables other than those that have been used and the period of observation and improving the quality of the statement to determine the consistency of the independent variable influence on the dependent variable.
Keywords : price, product variety, service quality, promotion, buying decision.