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All Journal Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Tri Indawati
Universitas Bina Sarana Informatika
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Promosi dan Harga terhadap Keputusan Pembelian Konsumen Tokopedia di Jakarta Timur Tri Indawati; Siti Mabrur Rachmah; Nurhayati S
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 4 No. 3 (2026): September: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v4i3.1581

Abstract

Advancements in information technology and the internet have driven an increase in trading activities via e-commerce platforms. Intensifying competition among marketplaces necessitates the implementation of appropriate marketing strategies by companies to influence consumer purchasing decisions. This study aims to determine the impact of promotion and price on the purchasing decisions of Tokopedia consumers in East Jakarta. A quantitative approach was employed, utilizing a survey method involving the distribution of questionnaires to 100 Tokopedia users. Data analysis techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that promotion, on its own, does not have a significant effect on purchasing decisions t-count 1.863 < t-table 1.984; significance 0.065 > 0.05. Conversely, price has a positive and significant effect on purchasing decisions t-count 10.947 > t-table 1.984; significance 0.000 < 0.05. Simultaneously, promotion and price significantly influence purchasing decisions F-count 125.315 > F-table 3.09. An R-square value of 0.721 indicates that promotion and price account for 72.1% of the variation in purchasing decisions.
Co-Authors Nurhayati S. Siti Mabrur Rachmah