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All Journal Jurnal Manajemen Kreatif dan Inovasi
Nadia Fika Hana
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Decision Sciences, Operations Research & Management

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Daya Tarik Shopee : Pengaruh Harga dan Voucher terhadap Keputusan Pembelian di Shopee Bagus Prasetyo Riszki Hidayat; Belva Hawari Muhammad; Lailatul Nur Hidayati; Mutiara Pambayun; Nadia Fika Hana; Nadila Rizka Ardinda
Jurnal Manajemen Kreatif dan Inovasi Vol. 3 No. 3 (2025): Juli: Jurnal Manajemen Kreatif dan Inovasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jmki-widyakarya.v3i3.5256

Abstract

This study aims to examine whether price and vouchers influence the purchasing decisions of Economics Education student at Universitas Sebelas Maret on the e-commerce platform Shopee. Forty-five respondent who had previously shopeed on Shopee were given questionnaires as part of quantitative approach and causality study methodology. Multiple linear regression analysis, validity, reliability, and classical assumption test were used to analyze the data. The regression coefficients for price (0,434) and vouchers (0,330) indicate that both price and vouchers have a positive and significant impact on purchasing decisions. Based on the F test, these two factors collectively contribute 55% to purchasing decisions. These results highlight the importance of pricing strategies and vouchers in inflluencing Shopee customers shopping decisions. To make findings more generalizable and comprehensive, future reasearch is recomended to increase the number of respondents and incorporate additional variables, such as aspects related to product quality, service, or promotions
Co-Authors Bagus Prasetyo Riszki Hidayat Belva Hawari Muhammad Lailatul Nur Hidayati Mutiara Pambayun Nadila Rizka Ardinda