PENGARUH PROMOSI DAN KEMUDAHAN AKSES TERHADAP KEPUTUSAN PEMBELIAN E-COMMERCE SHOPEE DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Pada Mahasiswa STIESIA Surabaya)

Abstract

The research was quantitative. The population was student of S1 Managament of STIESIA Surabaya 2018 which consisted of 265 people. Moreover, with Slovin formula and non-probability sampling, there were 160 respondents as the sample. Furthermore, the instrument used a questionnaire. Additionally, the data analysis technique used PLS (Partial Least Square) with SmartPLS 3.0. The research result, based on direct effect, concluded that promotion as well as ease of access had a positive and significant effect on buying decisions. While, both promotion and ease of access had a positive and significant effect on buying interest. Meanwhile, buying interest had a positive and significant effect on buying decisions. In addition, on indirect effect, it concluded that buying interest as an intervening variable could mediate the positive and significant effect of promotion on buying interest. Also, buying interest as an intervening variable could mediate the positive and significant effect of ease of access on buying decisions.