PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI SHOPEE.CO.ID

Abstract

This research aims to determine the influence of price, promotion and quality of service to online purchasing decisions, as well as to know which of these variables are very influential on the purchase decision online. The population used in this research is students of STIESIA Surabaya. Sources of data used are primary data, sampling technique using purposive sampling with the number of samples of 98 respondents. The classical assumption test used meets the specified criteria; the model feasibility test indicates that this model is feasible to use and the promotion variable has a very large influence of all independent variables; t test and regression show price, promotion, and quality of service have a significant and positive influence to the decision of purchase online. Shopee is expected to pay attention to price, promotion and quality of service because it can influence purchase decision. For subsequent researchers to add other variables that have not been included in this research in order to expand the research, and the period of more updated research.
Keywords: purchase decision, price, promotion, service quality.