ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN MAHASISWA BERBELANJA DI PLATFORM E-COMMERCE SHOPEE (Studi Kasus Pada Mahasiswa Universitas Sriwijaya Kampus Indralaya)
Daftar Isi:
- This study aims to determine whether the Variable Price (X1), Transaction Ease (X2), Transaction Security (X3), and Sales Promotion (X4) influence simultaneously and parsilal to Purchase Decision (Y) and to know which variable is the most dominant influence . The research method is by distributing questionnaires to Students Of Sriwijaya University Indralaya Campus. The sample is determined by purposive sampling with the criteria of Sriwijaya University Students who are studying at Indralaya Campus and have been shopping at Shopee e-commerce at least 3 times in the last 3 months. Test Validity using Corrected Item Total Correlation (CITC), Test Reliability using Cronbach Alpha. The method of analysis used to process the data is multiple linear regression. The results show that simultaneously (Price, Ease of Transaction, Security Transaction, and Sales Promotion) affect the purchase decision. Partially Price and Ease Transaction variables have no significant effect on purchasing decisions, while the Sales Transaction and Sales Promotion variables significantly influence the Purchase Decision. The most dominant variable influencing the buying decision is the Transaction Security variable (X3)