Pengaruh Promosi Penjualan, Merek, Harga, Sosial Terhadap Keputusan Pembelian Konsumen Pengguna Shopeepay di Kabupaten Gresik

Aprilia Naili Salsabila
Moh. Agung Surianto

Journal of Management and Creative Business
Vol. 1 No. 4 (2023): Oktober : Journal of Management and Creative Business

This study aims to determine the effect of Sales Promotion, Brand, Price, Social on purchasing decisions of consumers using ShopeePay in Gresik Regency. By using 95 respondents as a sample. This study uses multiple linear regression analysis using four hypotheses. Hypothesis testing using the t test with a significance level of 0.05. The calculation results show that the independent variable, namely Sales Promotion, has a positive but insignificant effect because the significance value is above 0.05. Other independent variables such as Brand, Price and Social partially have a significant positive effect with a significance number below 0.05. Based on the results of this analysis, it is hoped that ShopeePay can improve Sales, Brand, Price and Social Promotions. Because this will increase consumer purchasing decisions using the ShopeePay digital wallet.