Edward Alezandro Lbn. Raja, Maria Ayustina Doke Ria, Togu Harlen Lbn. Raja, K. Silaen, Adiwima Zebua
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Abstract
The research findings indicated that the t-test results for the marketing mix variables showed a calculated t-value of 6,378 > the tabulated t-value of 1,984. This indicates that the marketing mix significantly influences purchasing decisions on the shopee e-commerce platform in the Medan Perjuangan Subdistrict. On the other hand, the t-test results for the online review variabel showed a calculated t-value of -3,384 < 1,984, suggesting that online reviews have an influence on purchasing decisions in shopee e-commerce, but the influence is not statistically significant in the Medan Perjuangan Subdistrict. Furthermore, the combined effect of marketing mix and online reviews, as indicated by the F-test (calculated F-value of 20,488 > tabulate F-value of 3.09), signifies a significant joint influence on purchasing decisions. The coefficient of determination (R2) test resulted in a value of 41.2%, indicating the proportion of variance explained by the model.
研究结果表明，营销组合变量的 t 检验结果显示，计算出的 t 值为 6,378 > 表中的 t 值为 1,984。这表明，市场营销组合对棉兰Perjuangan分区shopee电子商务平台上的购买决策有重大影响。另一方面，在线评论变量的 t 检验结果显示，计算 t 值为-3,384 < 1,984，这表明在线评论对 shopee 电子商务平台上的购买决策有影响，但在棉兰 Perjuangan 分区的影响并不显著。此外，F 检验（计算 F 值 20,488 > 表中 F 值 3.09）表明，营销组合和在线评论的综合效应对购买决策具有显著的共同影响。判定系数（R2）检验得出的数值为 41.2%，表明模型所解释的方差比例。
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