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Iswati Iswati
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Master Manajemen

 1 
Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Pengguna Shopee Di Simokalangan II Surabaya Bagus Suryo Sajiwo; Iswati Iswati; Is Fadhillah; Handy Ariwibowo
Master Manajemen Vol. 2 No. 1 (2024): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v2i1.270

Abstract

This study aims to analyze the effect of price and promotion on purchasing decisions. The research method used is a quantitative method. This study uses purposive sampling. The sample in this study amounted to 50 respondents. Data collection instrument using a questionnaire. The dependent variable is the purchase decision variable and the independent variable is the price, and the promotion is the price, and the promotion is on the purchase decision of Shopee users. The data analysis method used is multiple linear regression. All statements are valid, reliable and normal. The results show that the coefficient of determination (R Square) of the independent variable on the dependent variable is R2 = 0.507 or 50.7%. The independent variable can explain the dependent variable. From the research, it shows that price has a significant effect on purchasing decisions of Shopee users in Simokalangan II. This is proven by tcount being greater than ttable (3,722 > 1,678). And so does the Promotion which has a significant effect on the purchasing decision of Shopee users in Simokalangan II. This is evidenced by tcount being greater than ttable (4,221 > 1,678). While the results of the simultaneous test of price and promotion variables have a significant effect of fcount 24.120 > ftable 2.802 on purchasing decisions. This shows that the better the price and promotions provided, the higher the buying decision of Shopee users in Simokalangan II.
Co-Authors Achmad Djoni Sudirman Afan A. Kusuma Ageng Pratiwi Ahmad Fitra Sumbono Ainiyatul Mukarromah Aisyah Khumairo Amilia Duwi Nursinta Ananda Nurhadi Syaifulloh Anis Fitriyasari Anis Fitriysasari Aribowo, Handy Arief Widijatmoko Arief Widjadmoko Bagus Suryo Sajiwo Bayu Ardiwansyah Cahaya Khaeroni Caturia Sasti Sulistyana Cindy Eka Ainur Putri David Sukardi Kodrat Delmy Fergin Elmy Junti Desti Amelia Devi Liliana Putri Marfida Dewi Novia Anggraini Diah Ayu Sekarnadi Emilia Pranata Ennor Ennor Eny Sulistyowati Estee Lauder Santoso Faizah Kanti Pandia Farichatus Solichah Fistia Shofil Ashfiyah G. Ciptadi Hana Mutiara Handini Lutfiana Alfaqih Handy Ariwibowo Heri Cahyono Hoiri Hoiri Ikhwanul Yaqin Ilham Sulaiman Ira Rahmawati Is Fadhillah Isa Alawi Istikomah Istikomah Ivan Sanjaya Jelita Amalia Putri Jihan Fauziah Umardi Khusnarida Khusnarida Kuliyatun Kuliyatun Lailatul Rohma Hadi Lasifau Maryamis Lukya Salmi Maryamis M. H. Natsir Majmuatur Rosail Mita Rusdiana Mochamad Yusuf Nuur Fadillah Mohammad Faisal Muhamad Diva Daniswara S Muhammad Nurtajudin Nadya Pramudita Naina K. Nufus Nindita Putri Noval Sahnitri Nur Azizah Nur Jannah Oryza Putri Nurya Rizkiyani Prabowo Adi W Prabowo Prabowo Princess Taza Tesalonica Rahmat Pratama Restu Syifa Nida Retno Fajarwati Rispa Rispa Rozy Hardiyan Pratama Septiana Elma Sinta Shalma Thania Putri SITI AISAH Siti Aisyah Siti Fatmala Lailatus Sa’diyah Siti Juliana Putri Siti Patimah Siwi Asabilul Wahidah Sofiyah Salsabilah Sriwigati Wulandari Alvisha Sujino Sujino Suliyanfi Garnis Diah Pitaloka Suyono Suyono Syifana Zakia Zulfa T. Susilawati Tazakia A. Salma Vastika Yulia Putri Venia Dwi Wardani Widya Inayatul Umah Yusran Syaroni Zainal Aprianto Bagus Pratama