Effect of Consumer Trust, Tagline, Flash Sale, and Ease of Use on Purchasing Decisions (Case Study on Shopee Marketplace Users in Medan City)

Abstract

Shopee is the largest marketplace in Indonesia, its rapid growth has allowed Shopee to reach this position in just four years. This study aims to determine effect of consumer trust, tagline, flash sale, and ease of use on purchasing decisions in case study on Shopee marketplace users in Medan City. This type of research is associative quantitative. The sample in this study were 100 respondents who had shopped online at Shopee using the internet and using gadgets. Hypothesis testing in this study uses multiple linear regression analysis. The results showed that simultaneously consumer trust, tagline, flash sale, and ease of use had a positive and significant effect on purchasing decisions with a determination coefficient of 0.506 or 50.6%. Partially, consumer trust has a positive and insignificant effect on purchasing decisions, tagline has a positive and significant effect on purchasing decisions, flash sale has a positive and significant effect on purchasing decisions, and ease of use has a positive and significant effect on purchasing decisions.