Faktor di Balik Belanja Shopee: Mengungkap Kekuatan yang Mendorong Keputusan Pembelian

Abstract

The purpose of this study was to examine the influence of Marketing Mix, Product, Price, Promotion and Place on Purchase Decisions at Shopee. This study uses a sample of residents of Solo Raya. The sample was selected using the non-probability sampling method, totaling 200 respondents by distributing questionnaires online using the Google Form. using a questionnaire method with a Likert scale. The analysis technique used is multiple linear regression assisted by the SPSS version 22.0 program. The results obtained in this study are that the product and price have a positive and insignificant effect on purchasing decisions at the shopee for residents in Solo Raya, while the place and promotion have a positive and significant effect on purchasing decisions at the shopee for residents of Solo Raya. Other results show that the purchase decision variable is influenced by the independent variable of 76.7% and the remaining 23.3% is influenced by variables outside the model