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All Journal Jurnal Multidisiplin Madani (MUDIMA)
Prasastiara Eka Marsella
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Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analysis of Factors Influencing Purchasing Decisions on Shopee E-Commerce Hardianawati; Sundari Soekotjo; Dwi Novita Sari; Prasastiara Eka Marsella
Jurnal Multidisiplin Madani Vol. 4 No. 9 (2024): September 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v4i9.11572

Abstract

The aim of this research is to ascertain and evaluate the relative and concurrent impact of pricing, discount, and cashback on people's decisions to buy on e-commerce sites like Shopee. This study used a quantitative methodology, with 100 samples of Shopee e-commerce consumers from the community of Jl.Kp.Beting Jaya Rt.08/18 as the population. The dissemination of the Google Form questionnaire and a literature review are used in the data collection procedure. The author employs the Nonprobability Sampling Method, specifically the Convenience and Snowball sampling techniques, for sampling. The validity test, reliability test, hypothesis test, determination coefficient test, multiple linear regression analysis, F test, and test are the analyses that were employed in this investigation. Based on the T and F tests, the study's findings indicate that price, discount, and cashback together significantly impact e-commerce Shopee consumers' purchase decisions; the computed f value (43.210)> f table (3.091) and sig (0.001) <0.05 support this conclusion. H0 was rejected and Ha was allowed based on the computed T value of (5.720) H1 (3.844) H2 (3.629) H3 > t table (1.985) and sig 0.001 < 0.05
Co-Authors Dwi Novita Sari Hardianawati Sundari Soekotjo