PENGARUH PROMOSI, PENILAIAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE PADA MAHASISWA DI JAKARTA

Ratih Ayu Sekarini (Program Studi Manajemen FE Universitas Islam Jakarta)
Lisa Putri Khairani (Badan Pusat Statistik, Kota Padang)
Wiwin (Program Studi Manajemen FE Universitas Islam Jakarta)
Hilma Farhani (Program Studi Manajemen FE Universitas Islam Jakarta)

Jurnal Ekonomi dan Industri
Vol 24 No 3 (2023): Jurnal Ekonomi dan Industri

The development of industry and technology is currently very advanced andindirectly encourages the emergence of various start-ups in Indonesia by seeing theincreasing needs of the community. This study aims to determine the analysis of promotion,and product assessment of purchasing decisions in the shopee marketplace for students inJakarta. With a sample size of 250 people. Sampling in this study using non-probabilitysampling with purposive sampling technique. For data processing is done with the PLS(partial Least Square) analysis technique with the help of smartPLS 4.0. Based on testing,the data results show that promotion and product assessment have a positive and significanteffect on purchasing decisions at the Shopee marketplace in Jakarta.