PENGARUH DIGITAL MARKETING DAN ELECTRONIC WALLET SHOPEE PAYLATER TERHADAP KEPUTUSAN PEMBELIAN PADA PLATFORM SHOPEE (STUDI PADA MAHASISWA STIESIA SURABAYA)

Deni  Fatur Rokhman; Suwitho Suwitho

Deni Fatur Rokhman
Suwitho

Abstract

This study analyzes the influence of digital marketing and electronic wallet shopee paylater on purchasing decisions on the Shopee Platform. The type of research used is quantitative. The subjects of this study were all STIESIA Surabaya students who use Shopee PayLater. The sampling procedure used was non-probability with purposive sampling technique. The sample size used was 96 respondents. The collection of questionnaire data was carried out through indirect distribution of questionnaires using Google Form. The analysis method used was the Multiple Linear Regression Method through SPSS 26.0 Software. The results obtained were: digital marketing had a positive and significant effect on purchasing decisions; and electronic wallet shopee paylate had a positive and significant effect on purchasing decisions. Based on these two results, it can be concluded that both hypotheses are correct and acceptable.
Keywords: digital marketing, electronic wallet shopee paylater, and purchasing decisions