PENGARUH PROMOSI ONLINE, HARGA DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ONLINE SHOP SHOPEE

Abstract

This research airned to examine the effect of online promotion, price and trust on consumers buying decision at Shopee, online trade approach. While, the research was quantitative with causal-comparative as its approach. Moreover, the population was all employees of students STIESIA Surabaya.. Furthermore, the data collection technique used saturated sampling. In line with, there were 100 respondents as sample. In addition, the data analysis technique used multiple regression with SPSS (Statistical Product and Service Solutions)20. Based on the reseach result, it concluded online promotion had positive and significant effect on consumers buying decision at Shopee, online trade approach . Likewise, price had positive and significant effect on consumers buying decision at Shopee, online trade approach. Similary, trust had positive and significant effect on consumers buying decision at Shopee, online trade approach. In brief, online promotion, price and trust affecected consumers buying decision at Shopee, online trade website.
Keywords: Online Promotion, Price, Trust Buying Decision