PENGARUH HARGA, CUSTOMER REVIEW, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN MARKETPLACE SHOPEE (STUDI PADA MAHASISWA STIESIA)

Abstract

This research examines the effect of price, customer review, and trust on customers’ purchasing decisions for Shopee marketplace (A Study at STIESIA Surabaya). The study becomes one of the requirements to accomplish a study program at SI Management and get an economy degree in STIESIA Surabaya. The research applies quantitatively. Furthermore, the population consists of 2021-2022 batch of S1 management STIESIA Surabaya students. The data collection technique used purposive sampling, in which the sample was based on the criteria given. In line with that, 98 respondents were taken as a sample through a questionnaire. The questionnaires were distributed online by Google Forms. Moreover, the data analysis technique used multiple linear regression with SPSS IBM Windows. The result indicates that price, customer review, and trust have a positive and significant effect on customers’ purchasing decisions for Shopee marketplace (A Study at STIESIA Surabaya). However, this study has a limitation, i.e. limited number of respondents. Therefore, the next research is expected to widen its respondent coverage and add some variables that are not covered in the research.