PENGARUH KEPERCAYAAN, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ONLINE VIA MARKETPLACE SHOPEE

Abstract

This research aimed to find out the effect of trust, price, and product quality on online purchasing decisions via the Shopee marketplace. The research was quantitative. The population was students of STIESIA Surabaya who had purchased in Shopee. Moreover, the data collection technique used purposive sampling, in which the sample was based on the criteria given. In line with that, there were 100 respondents as the sample. Furthermore, the data were primary. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the respondents. Additionally, the data analysis technique used multiple linear regression with SPSS. The result of the hypothesis test (t-test) showed that independent variables namely, trust, price, and product quality had a positive and significant effect on online purchasing decisions via the Shopee marketplace. In addition, the result of the determination coefficient (R Square) was 0.615. It meant that 61.5% of a dependent variable, i.e.purchasing decisions could be explained by independent variables, namely trust, price, and product quality. The rest of the percentage, 38.5% was explained by other variables outside the research.