PENGARUH HARGA, PROMOSI, DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MARKETPLACE SHOPEE PADA MAHASISWA JURUSAN MANAJEMEN BISNIS SYARIAH ANGKATAN 2019-2022

WINDA ARUM PINASTY, 12405193042 (2023) PENGARUH HARGA, PROMOSI, DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MARKETPLACE SHOPEE PADA MAHASISWA JURUSAN MANAJEMEN BISNIS SYARIAH ANGKATAN 2019-2022. [ Skripsi ]

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Abstract

Marketplace is a platform that acts as an intermediary between sellers and buyers to process product transactions online. Shopee is one of the most visited marketplaces in Indonesia in the third quarter of 2023. This research aims to determine the influence of prices, promotions and product reviews simultaneously and partially on purchasing decisions through the Shopee marketplace. The population in this study were students majoring in Sharia Business Management class 2019-2022, Sayyid Ali Rahmatullah Tulungagung State Islamic University, who were taken using a non-probability sampling technique, precisely using a purposive sampling technique. Samples were taken using the lemeshow formula so that a sample size of 100 respondents was obtained. Data collection in this research used a questionnaire. The analysis method is multiple linear regression analysis carried out with the help of the SPSS version 26 program. Hypothesis testing uses the simultaneous F-Test and partial T-Test. The results of this research show that prices, promotions and product reviews simultaneously have a positive and significant effect on product purchasing decisions through the Shopee marketplace. Meanwhile, partially prices, promotions and product reviews have a positive and significant influence on product purchasing decisions through the Shopee marketplace. Keywords: Price; Promotion; Product Review; Purchasing Decisions.

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