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All Journal Mount Hope Global Economic Journal
Butar Butar , Mangasi
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Economics, Econometrics & Finance

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THE INFLUENCE OF SERVICE, PRICE, AND ADVERTISING ON SHOPEE PURCHASE DECISIONS Michael; Ivonie; Angeliou, Ryan; Kozen, Vincent; Butar Butar , Mangasi; Gultom, Robinhot
Mount Hope Economic Global Journal Vol. 3 No. 1 (2025)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/mega.v3i1.669

Abstract

Currently, the development of the business world in online shops is increasing and people are also helped by the existence of online shops where people as consumers do not need to visit the shop to shop. This study aims to test the Influence of Service, Price and Advertising on Purchasing Decisions on Shopee. Research focuses on quantitative data, tends to use associative research. The population was 237 consumers who visited the Shopee application and the sampling technique was Slovin. The research sample consisted of 149 consumers. The results of the study are that service has a positive influence on purchasing decisions on Shopee. Price has a positive influence on purchasing decisions on Shopee. Advertisements have a negative influence on purchasing decisions on Shopee. Service_X1, Price X2 and Advertising X3 influence Purchasing Decisions (Y) on Shopee.
THE INFLUENCE OF SECURITY, E-SERVICE QUALITY, AND BRAND IMAGE ON PURCHASING DECISIONS IN BLIBLI E-COMMERCE Martin; Butar Butar , Mangasi; Hannah; Marsel, Melisa; Gultom , Robinhot
Mount Hope Economic Global Journal Vol. 3 No. 2 (2025)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/mega.v3i2.742

Abstract

This study aims to test and analyze the effect of security, e-service quality, and brand image on purchasing decisions. In the data of the largest e-commerce in Indonesia, Blibli ranks fourth with 337.4 million visits in 2023. In terms of consumer visits, Blibli is still inferior to several other competitors. This shows that Blibli has not been able to fully obtain a dominant purchasing decision compared to other competitors. In purchasing decisions, there are many factors that are taken into consideration in purchasing decisions, the first of which is convenience. The convenience factor is important because the use of communication tools is a way for consumers to believe that by using a certain system they will be error-free. The next factor is security, security is valued as the ability of online stores to control and maintain the security of data transactions. In the decision to purchase a product, the image of the product to be purchased can influence consumers' desire to buy the product. The better the product image, the more interested consumers will be in the product. This study uses quantitative research with the sample used was 97 respondents from the Faculty of Law, Prima Indonesia University. The data analysis method uses multiple linear regression. Convenience sampling was used as the sampling method. The conclusion of this study is that security, e-service quality, and brand image have a significant effect, both simultaneously and partially on purchasing decisions at Blibli for students of the Faculty of Law, Prima Indonesia University
Co-Authors Angeliou, Ryan Gultom , Robinhot Hannah Ivonie Kozen, Vincent Marsel, Melisa Martin Michael Robinhot Gultom, Robinhot