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All Journal International Journal of Business and Quality Research
Lailatus Sa’adah
University of KH. Abdul Wahab Hasbullah
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE The Influence Of Discounts, Promotions And Consumer Trust On Purchase Decisions On Shopee Application Users (Student Study Of Management Faculty Of Economics Kh.A.Wahab Hasbullah University Jombang) Ita Rahmawati; Lailatus Sa’adah; Liweul Wilayah
International Journal of Business and Quality Research Vol. 1 No. 04 (2023): October - December, International Journal of Business and Quality Research (IJ
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v1i04.514

Abstract

Banyaknya pengguna internet khususnya di Indonesia memberikan peluang atau kesempatan yang besar bagi para pelaku bisnis untuk menciptakan belanja online. Penelitian ini bertujuan untuk mengetahui pengaruh promosi diskon, dan kepercayaan konsumen serta promosi terhadap keputusan pembelian. Populasi dalam penelitian ini adalah mahasiswa manajemen Fakultas Ekonomi Universitas KH. A. Wahab Hasbullah Jombang menggunakan Shopee. Metode penelitian kuantitatif digunakan dalam penelitian ini. Sumber data yang digunakan adalah data primer. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 140 responden. Pada penelitian ini teknik analisis yang digunakan adalah regresi linier berganda dengan bantuan software SPSS versi 26.0. Dari hasil penelitian ini terungkap bahwa variabel discount, promosi dan kepercayaan konsumen secara simultan dan parsial berpengaruh signifikan terhadap keputusan pembelian shoser mahasiswa manajemen Fakultas Ekonomi Universitas KH. A. Wahab Hasbullah. Dari penelitian ini variabel yang paling dominan adalah promosi sebesar 5,975%.Abstrak The large number of internet users, especially in Indonesia, provides a great opportunity or opportunity for business people to create online shopping. This study aims to determine the effect of promotional discounts, and consumer trust and promotions on purchasing decisions. The population in this study were management students at the Faculty of Economics, University of KH. A. Wahab Hasbullah Jombang uses Shopee. Quantitative research method used in this study. The data source used is primary data. Data was collected by distributing questionnaires to 140 respondents. In this study, the analysis technique applied was multiple linear regression with the help of SPSS version 26.0 software. From the results of this study, it was revealed that the variables of discount, promotion and consumer trust simultaneously and partially have a significant effect on the purchase decision of Shopee users for management students at the Faculty of Economics, KH University. A. Wahab Hasbullah. From this study the most dominant variable is promotion.
Co-Authors ITA RAHMAWATI Liweul Wilayah