PENGARUH PROMOSI, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE DI SURABAYA BARAT
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
firman widodo, mahendra aji
Subject
HD Industries. Land use. Labor
Datestamp
2023-10-16 02:17:01
Abstract :
ABSTRACT This study examines, "The Influence of Promotion, Price and Service Quality on Purchase Decisions on Purchase Decisions at Shopee E-Commerce Di Surabaya Barat". The purpose of this study was to determine the effect of promotion, price and service quality on purchasing decisions at e-commerce shopee. The independent variables in this study are promotion, price and quality of service. While the dependent variable is the purchase decision at e-commerce shopee. In this study, the determination of the sample was carried out using a non-probability sampling method with a purposive sampling procedure. The sample used was 82 people with the criteria of Respondents being Residents of Dukuh Pakis Village, Surabaya and respondents aged at least 17 years. Following are the results of multiple linear regression analysis, with the following equation: Y = 6.167+ 0.166 X1 + 0.379 X2 + 0.300 X3 + e Based on the results of the analysis, it can be concluded that the independent variables of promotion, price and service quality have a partial influence on purchasing decisions at e-commerce shopee
ABSTRACT This study examines, "The Influence of Promotion, Price and Service Quality on Purchase Decisions on Purchase Decisions at Shopee E-Commerce Di Surabaya Barat". The purpose of this study was to determine the effect of promotion, price and service quality on purchasing decisions at e-commerce shopee. The independent variables in this study are promotion, price and quality of service. While the dependent variable is the purchase decision at e-commerce shopee. In this study, the determination of the sample was carried out using a non-probability sampling method with a purposive sampling procedure. The sample used was 82 people with the criteria of Respondents being Residents of Dukuh Pakis Village, Surabaya and respondents aged at least 17 years. Following are the results of multiple linear regression analysis, with the following equation: Y = 6.167+ 0.166 X1 + 0.379 X2 + 0.300 X3 + e Based on the results of the analysis, it can be concluded that the independent variables of promotion, price and service quality have a partial influence on purchasing decisions at e-commerce shopee
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