PENGARUH HARGA, ULASAN PRODUK DAN METODE PEMBAYARAN TERHADAP KEPUTUSAN PEMBELIAN PADA MARKET PLACE SHOPEE (Studi Kasus Kepada Konsumen Shopee di Surabaya)

Abstract

This research aimed to examine the effect of price, product review, and payment method on the purchasing decisions at Shopee E-Commerce application (A Public Case Study in Surabaya).The population was customers who had made transactions at Shopee E- Commerce with an unknown number of people in Surabaya. Furthermore, the data collection technique used an accidental sampling. In line with that, there were 100 respondents as the sample. The data were primary, with questionnaires as the instrument. The questionnaires were distributed to the respondents. Moreover, the data analysis technique used multiple linear regression with SPSS 29 version.The result showed that the classical assumption test consisting of normality, multicollinearity, and heteroscedasticity test showed that all the variables did not contravene the existing rules. Additionally, the proper model test consisting of F- test, determination coefficient, and regression model was properly to be used. In addition, the hypothesis test showed that price, product review, and payment method had a significant effect on the purchasing decisions.