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All Journal Journal of Islamic enterpreneurship and Management
Cahya, Artha
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Economics, Econometrics & Finance

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DETERMINANTS OF PRODUCT PURCHASE DECISIONS ON THE SHOPEE MARKETPLACE Cahya, Artha; Widyastuti, Emy
Journal of Islamic enterpreneurship and Management Vol 2, No 1 (2022): JIEM: Journal of Islamic Enterpreneurship and Management
Publisher : UIN Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/jiem.v2i1.29-42

Abstract

Technological developments increase online buying and selling transactions through e-commerce. This study aims to examine the determinants that affect purchasing decisions on marketplace Shopee. This type of descriptive quantitative approach is used in this study. To determine the research sample, a stratified proportional random sampling technique was used and 100 students of IAIN Salatiga were obtained as research samples. The data analysis technique used is multiple linear regression with the research instrument in the form of a questionnaire. The results showed that 1) Islamic branding had a positive and significant effect on Shopee marketplace purchasing decisions, 2) promotions had a positive and significant impact on Shopee marketplace purchasing decisions, 3) product reviews had no significant effect on Shopee marketplace purchasing decisions, 4) security has a positive and significant effect on Shopee  marketplace purchasing decisions, 5) payment methods have a positive and significant impact on Shopee marketplace purchasing decisions
Co-Authors Widyastuti, Emy