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All Journal Electronic Journal of Education, Social Economics and Technology
Neni Triana M
Universitas Muhammadiyah Pontianak, Pontianak, 78123
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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The Influence of Promotion, Price, and Online Shopping Behavior on Purchase Decision on the Shopee Platform: A Case Study of Active Students at Muhammadiyah University Pontianak Reysha Amelia; Neni Triana M
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.872

Abstract

This study aims to examine the relationship between promotion, price, and online shopping behavior on purchase decisions on the Shopee platform, with a case study involving active students at Universitas Muhammadiyah Pontianak. The research employs a quantitative method with an associative approach. Primary data were collected through questionnaires distributed to 100 respondents, selected using the Slovin formula from a total population of 4,346 students with a margin of error of 10%. The data were analyzed using multiple linear regression. Individually (t-test), the results show that promotion, price, and online shopping behavior have a positive and significant effect on purchase decisions. Simultaneously (F-test), these three variables also significantly influence purchase decisions, with a coefficient of determination (R²) value of 0.479. This means that 47.9% of the variation in purchase decisions can be explained by promotion, price, and online shopping behavior, while the remaining 52.1% is influenced by other factors outside the scope of this study. These findings highlight the importance for e-commerce platforms to continuously enhance promotional strategies, maintain competitive pricing, and provide an optimal user experience to support consumer purchasing decisions. Based on the results, it is recommended that future research consider additional variables such as customer reviews and the quality of delivery services, as these factors are believed to also influence consumer trust and final decision-making in online transactions.
The Influence of Product, Location, and Store Atmosphere on Consumers Repurchase Intention at Sahaya Coffee Shop in Pontianak City Wiwinda Wiwinda; Neni Triana M
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.915

Abstract

This study aims to determine the influence of product, location, and store atmosphere on repurchase intention among customers of Coffee Shop Sahaya in Pontianak City. The research employed an associative quantitative approach with a total of 100 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression, correlation coefficient, simultaneous F-test, and partial t-test. The regression analysis results indicate the equation Y = 0.218 + 0.234X₁ + 0.378X₂ + 0.339X₃ with a correlation coefficient (R) of 0.776, showing a strong relationship, while the coefficient of determination (R²) is 58.9%, meaning that product, location, and store atmosphere variables affect repurchase intention by 58.9%. The F-test results show that product, location, and store atmosphere simultaneously influence repurchase intention. The partial t-test also indicates that product, location, and store atmosphere have a significant effect on repurchase intention. In conclusion, product, location, and store atmosphere make a real contribution to increasing customers repurchase intention. This study recommends that the management of Coffee Shop Sahaya continue to improve product quality, choose strategic locations, and create a comfortable store atmosphere. Future research is suggested to include additional variables to obtain more comprehensive results.
Co-Authors Reysha Amelia Wiwinda Wiwinda