PENGARUH DISKON, BIAYA ONGKOS KIRIM DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE

Mohammad Fatkhur Rizal
Nur Hidayati
Aprilia Dian Evasari

Neraca Manajemen, Akuntansi, dan Ekonomi
Vol. 10 No. 1 (2024): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi

Abstrack This research analyzes the influence of discounts, shipping costs and customer review on purchasing decisions at Shopee (Study of Uniska Faculty of Economics Management Study Program Students Class of 2020). Quantitative methods were used with a sample of 80 consumers taken randomly purposive sampling. Data was collected through questionnaires and analyzed using validity, reliability, classical assumptions, multiple linear regression, R², t test and f test. The results of this research show that discounts partially have a significant effect on purchasing decisions with a significance value of 0.001 < 0.05. Shipping costs partially have a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Customer review partially has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Meanwhile, discounts, shipping costs and Customer review simultaneously has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Abstrak Penelitian ini menganalisis pengaruh diskon, biaya ongkos kirim dan customer review terhadap keputusan pembelian di shopee (Studi Pada Mahasiswa Uniska Fakultas Ekonomi Prodi Manajemen Angkatan Tahun 2020). Metode kuantitatif digunakan dengan sampel 80 konsumen yang diambil secara purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis dengan uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, R², uji t, dan uji f. Hasil penelitian ini menunjukkan bahwa Diskon secara parsial berpengaruh signifikan terhadap keputusan pembelian nilai signifikansi sebesar 0,001 < 0,05. Biaya ongkos kirim secara parsial berpengaruh signifikan terhadap keputusan pembelian nilai signifikansi sebesar 0,000 < 0,05. Customer review secara parsial berpengaruh signifikan terhadap keputusan pembelian nilai signifikansi sebesar 0,000 < 0,05. Sedangkan Diskon, Biaya ongkos kirim dan Customer review secara simultan berpengaruh signifikan terhadap keputusan pembelian nilai signifikansi sebesar 0,000 < 0,05.