PENGARUH HARGA, KEPERCAYAAN, DAN FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI PLATFORM SHOPEE

Abstract

This research aimed to analyze price correlation, trust, and psychological factors on the purchase decision at the Shopee platform. Moreover, the research was quantitative. While the data sampling technique used purposive sampling. Furthermore, the population was undergraduate management students of STIESIA Surabaya in 2019 who had bought products fromShopee. In line with that, there were 80 respondents as the sample. Additionally, the data analysis technique used multiple linear regression analysis. In addition, the result showed that price had a positive andsignificant effect on purchasing decisions; since the price offered suited the quality obtained. As a consequence, the purchasing decisions would increase. Likewise, trust had a positive and significant on purchasing decisions at the Shopee platform. The better level of customers’ trust, the purchasing decision would increase. Similarly, the psychological factor had a positive and significant effect on the purchasing decision at the Shopee platform. The better the customers’ mood was, the higher the purchasing decisionswould be.