PENGARUH PROMOSI, KEMUDAHAN AKSES, DAN RATING TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE (Studi Pada Mahasiswa Stiesia Surabaya)

Abstract

This research determined and analyzed the effect of promotion, access easiness, and rating on the purchasing decisions at Shopee e-commerce for STIESIA Surabaya students. The research was quantitative with a causal-comparative approach. The population was all students of STIESIA Surabaya for the 2021 academic year totaling 249. Moreover, the data collection technique used purposive sampling with the Slovin formula. In line with that, there were 71 respondents as the sample. The instrument in the data collection technique was a questionnaire with a Likert scale. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 26 versions. The research showed that promotion had a positive and significant effect on the purchasing decisions at Shopee e-commerce for STIESIA Surabaya students. Likewise, access easiness had a positive and significant effect on the purchasing decisions at Shopee e-commerce for STIESIA Surabaya students. Similarly, the rating had a positive and significant effect on the purchasing decisions at Shopee e-commerce for STIESIA Surabaya students.