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All Journal Edutourism : Journal Of Tourism Reseach Jurnal Ilmiah ASET Jurnal Akuntansi Keuangan dan Bisnis
Kusrihandayani, Dyah
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Jurnal Akuntansi Keuangan dan Bisnis

 1 
Determinasi Keputusan Pembelian Melalui Aplikasi Shopee di Samarinda Kusrihandayani, Dyah
Jurnal Akuntansi Keuangan dan Bisnis Vol 17 No 2 (2024): Jurnal AKuntansi Keuangan dan Bisnis
Publisher : Politeknik Caltex Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35143/jakb.v17i2.6461

Abstract

Penelitian ini bertujuan untuk meneliti pengaruh persepsi harga, promosi, kualitas pelayanan, dan kemudahan penggunaan terhadap keputusan pembelian pengguna Shopee di Samarinda. Sampel terdiri dari 97 pengguna Shopee. Penarikan sampel menggunakan Teknik Purposive Sampling. Hasil analsisis regresi berganda menunjukkan bahwa persepsi harga, kualitas pelayanan, dan kemudahan penggunaan mempengaruhi keputusan pembelian, sementara promosi tidak berpengaruh signifikan. Temuan ini menyoroti pentingnya promosi yang menarik dan relevan untuk mengguna Shopee di Samarinda. Penelitian ini membantu e-commerce dalam mengembangkan strategi periklanan yang efektif untuk mempengaruhi keputusan pembelian pelanggan.
Menelusuri Faktor-Faktor Penentu Keputusan Pembelian: Studi Kasus Konsumen GrabFood di Samarinda Kusrihandayani, Dyah
Jurnal Akuntansi Keuangan dan Bisnis Vol 18 No 1 (2025): Jurnal Akuntansi Keuangan dan Bisnis
Publisher : Politeknik Caltex Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstract This study aims to examine the influence of price, promotion, ease of use, and brand image on consumer purchasing decisions for the GrabFood delivery service in Samarinda. The research sample consists of 100 respondents who are active GrabFood users in Samarinda, selected using a purposive sampling method. The results of multiple regression analysis indicate that all independent variables—price, promotion, ease of use, and brand image—have a significant effect on purchasing decisions. These findings underscore the importance of implementing targeted promotional strategies to enhance purchase intention, particularly among users of the GrabFood delivery service. Therefore, the results of this study can serve as a reference for e-commerce players in formulating more effective marketing strategies to influence consumer purchasing behavior. Keywords: Price, Promotion, Ease of Use, Brand Image, Purchase Decision
Co-Authors Estiyani, Erika Indah Martati Suminto Suminto