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All Journal Jurnal Riset Akuntansi dan Bisnis Indonesia
Khairul Azmi Hafrin
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI SHOPEE DI KALANGAN MASYARAKAT TAMANTIRTO, BANTUL, YOGYAKARTA Sutrisno, Erwan; Khairul Azmi Hafrin
Jurnal Riset Akuntansi dan Bisnis Indonesia STIE Widya Wiwaha Vol 5 No 2 (2025): Jurnal Riset Akuntansi dan Bisnis Indonesia
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/jrabi.v5i2.1196

Abstract

This study aims to analyze the influence of service quality and promotion, both partially and simultaneously, on purchase decisions among Shopee application users in the Tamantirto area, Bantul, Yogyakarta. A quantitative approach was employed using purposive sampling techniques, involving 100 respondents. Data were collected through online questionnaires. The data obtained were analyzed using multiple linear regression, partial test (t-test), simultaneous test (F-test), as well as correlation and determination coefficient calculations. The analysis results show that both service quality and promotion have a significant influence on purchase decisions, both individually and collectively. The correlation coefficient (R) reached 0.828, while the Adjusted R Square value was 0.680, indicating that both independent variables contribute strongly to the dependent variable.
Co-Authors Sutrisno, Erwan